Rather, Raouf Ahmad; Parrey, Shakir Hussain; Gulzar, Rafia - In: Journal of Hospitality and Tourism Insights 6 (2022) 5, pp. 2093-2114
Purpose Drawing upon protection motivation theory and service-dominant-logic, the authors develop a model, which examines the influence of perceived psychological risk and social media involvement (SMI) on customer-brand-engagement (CBE), brand co-creation and behavioral intention during...