Social media influencers as endorsers to promote travel destinations: an application of self-congruence theory to the Chinese Generation Y
Author:
Affiliation:
1. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, 17 Science Museum Road, TST East, Kowloon, Hong Kong
Publisher
Informa UK Limited
Subject
Marketing,Tourism, Leisure and Hospitality Management
Link
https://www.tandfonline.com/doi/pdf/10.1080/10548408.2018.1468851
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1. Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements?
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