Tourism promotion through vlog advertising and customer engagement behaviours of generation Z

• Main Authors: Zaib Abbasi, A., Hussain, K., Kaleem, T., Rasoolimanesh, S.M., Rasul, T., Ting, D.H., Rather, R.A.
• Format: Article
• Published: Routledge 2022
• Online Access: http://scholars.utp.edu.my/id/eprint/33957/; https://www.scopus.com/inward/record.uri?eid=2-s2.0-85142338944&doi=10.1080%2f13683500.2022.2144156&partnerID=40&md5=c8fa1bf9384312afe26edb4c9f3bc19f
• Institution: Universiti Teknologi Petronas

This study investigates the effectiveness of Vlogs as an advertising tool to promote the tourism sector in Pakistan using Ducoffe�s Advertising Value Model and stimulus-organism-response (S-O-R) framework, and its subsequent effect on customer engagement behaviours (CEBs). Data were collected from...