Gonzales-Chávez, Miguel Angel; Vila-Lopez, Natalia - In: Industrial Management & Data Systems 121 (2020) 6, pp. 1216-1236
Purpose: The two major purposes of this paper are as follows: first, to identify those appropriate key attributes that a commercial avatar promoting a leisure service must have in terms of likeability, expertise, credibility and attractiveness, with the final purpose of stimulating...