Role of social media influencers on marketing of sustainable hotels: gratification and the parasocial interaction perspective,Journal of Hospitality Marketing & Management

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Role of social media influencers on marketing of sustainable hotels: gratification and the parasocial interaction perspective
Journal of Hospitality Marketing & Management ( IF 11.9 ) Pub Date : 2024-02-21 , DOI: 10.1080/19368623.2024.2315947
Jeou-Shyan Horng, Chih-Hsing Liu, Sheng-Fang Chou, Tai-Yi Yu, Da-Chian Hu

Based on the concepts of gratification and parasocial interaction (PSI), we explore the effect of social media influencers on consumer behaviors in the marketing of sustainable hotels on Instagram ...

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