Year: 2025
Type: conference-paper
Abstract: Opinions posted by popular social media influencers (SMI) impose significant influences on brand equity and subsequent purchases. From the in-depth interview with Hotel A, the current practices between the hotel and SMI were explored. It provides a useful background for developing effective instruments for the next stage of study.
Authors: Norman AU, Hailey Shin
Institution: Hong Kong Polytechnic University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4409464143