Browsing by Author "Xuan, Nguyen Hoang Minh"
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The influence of parasocial interaction between Vietnamese youtube vloggers and their viewers on viewers' travel intention & ewom engagement intention
Xuan, Nguyen Hoang Minh (International University - HCMC, 2018)This paper examines the parasocial interaction (PSI) between travel Youtube vloggers and their viewers and how this interaction affects viewers’ decision to travel and their electronic word-of-mouth engagement. Quantitative ...