Content Marketing and Digital Engagement in Amazonian Sustainable Tourism

Content Marketing and Digital Engagement in Amazonian Sustainable Tourism

Objective: to analyze how different elements of content marketing on Instagram influence eWOM (measured through likes and comments) for sustainable hotels in the Amazon. Theoretical approach: the study is grounded in media richness theory and uses and gratifications theory to examine the effectivene...

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Bibliographic Details
Main Authors: Edwin Arango Espinal, Carlos Fernando Osorio Andrade, Carlos Alberto Arango Pastrana
Format: Article
Language:English
Published: Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) 2024-12-01
Series:RAC: Revista de Administração Contemporânea
Subjects:
amazon
content marketing
ewom
instagram
sustainable tourism
Online Access:https://rac.anpad.org.br/index.php/rac/article/view/1662
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https://rac.anpad.org.br/index.php/rac/article/view/1662

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