Surviving from the craze: Short video marketing on digital footprint in Yongxing Square in Xi’an
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DOI: 10.1177/13567667231221815
Abstract: The popularity of short videos in recent years has provided a new path for destination image construction and marketing, which is highly sought after by local governments and destination marketing organizations. However, as a relatively… read more here.
Keywords: video; video marketing; marketing; short video ... See more keywords
Using the Elaboration Likelihood Model to Identify the Optimum Facebook Video Marketing Strategy for Travel Agencies
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DOI: 10.1177/21582440251358323
Abstract: This paper examines the impact of travel agencies’ video marketing campaigns on their marketing efficiency and effectiveness on Facebook (FB), with a focus on analyzing the characteristics of these campaigns. The study evaluated 135 FB… read more here.
Keywords: elaboration likelihood; travel agencies; video marketing; marketing ... See more keywords