Millennials and Gen Z’s Perception of Social Media Marketing Effectiveness on the Festival’s Branding: The Mediating Effect of Brand Gestalt

• Main Authors: Mandagi, Deske W., Aseng, Andrew C.
• Format: text
• Published: Animo Repository 2021
• Subjects: Social media marketing; millennials; Generation Z; branding; festival tourism; brand gestalt; brand loyalty
• Online Access: https://animorepository.dlsu.edu.ph/apssr/vol21/iss3/9; https://animorepository.dlsu.edu.ph/context/apssr/article/1389/viewcontent/RA_208.pdf
• Institution: De La Salle University

Despite the increasing interest in social media use in tourism, limited empirical work has been devoted to the effectiveness of social media marketing on festival tourism branding. The present study proposed a theoretical model that explains the effect of social media marketing (SMM) on festival bra...