When analysing the impact of blogs on sales, previous research focused solely on qualitative factors (e.g. trust and credibility). This article, however, answers the question if one can also identify quantitative factors such as the number of followers on social media and similar. For this...

People have easy access to the internet, social media and the information there. In just a matter of seconds, the consumer can obtain information about accommodation in any part of the world, including advertising and reviews. This research investigates social media in hospitality by analysing...

In recent years, a new type of influencer has emerged in the field of social media marketing: virtual influencers. Though it is spreading fast, the trend is still new and, therefore, limited research has been conducted on the topic. This study aims to investigate the impact of virtual...