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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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)
2024-12-01
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| Series: | RAC: Revista de Administração Contemporânea |
| Subjects: | |
| Online Access: | https://rac.anpad.org.br/index.php/rac/article/view/1662 |
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