Purpose This study examines factors influencing viewers' impulse buying intention in live
streaming. The authors draw upon the value theory to theorize how the product (ie, local …

Should advertisers continue to promote their brands through brand endorsers without
considering their diverse characteristics, or should they embrace diversity in advertising …

Purpose The aim of this study was to conduct a systematic literature review (SLR) on vlog
marketing. The focus was to analyse the major themes in this field and provide insights for …

Scholars around the world have studied electronic word of mouth (eWOM) heavily in the
past decade. However, despite extensive knowledge of the effect of eWOM on consumer …

Today, electronic word-of-mouth (eWOM) is considered one of tourism businesses' most
effective forms of communication. Using eWOM on social media as an alternative decision …

While user-generated short videos have become very common in tourism marketing, how
they affect potential tourists' decisions has not been discussed academically. Based on the …

Due to the rapid development of technology, various businesses have adapted their
services to digital platforms. In this study, we examine whether travel vlogs on YouTube …

With the advent of digital technologies (ie, social media), tourism has evolved its marketing
strategies. Even though published literature discusses the importance of tourism content on …

Purpose The current study analyzes product review videos of influencers to determine why
they are popular among customers. The study on electrical and electronic appliances …

The problem at Soekarno-Hatta Airport was the need for more facilities with value for
consumers, both utilitarian and hedonic. The research examines the impact of Utilitarian and …