Modelling P2P Airbnb online host advertising effectiveness: the role of emotional appeal information completeness creativity and social responsibility

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Title

Modelling P2P Airbnb online host advertising effectiveness: the role of emotional appeal information completeness creativity and social responsibility

Content partner

Victoria University of Wellington

Collection

Open Access Victoria University of Wellington

Description

© 2019, Emerald Publishing Limited. Purpose: This study aims to examine the factors that influence peer-to-peer online host advertising effectiveness (POHAE). The study posits that POHAE is a multidimensional construct supported by emotional appeal, information completeness, advertising creativity and social responsibility practices influencing purchase intention and positive word of mouth. Perceived value is hypothesised as the moderating variable for the relationship between POHAE and purch...

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Format

Research paper

Research format

Scholarly text / Journal article

Date created

2019

Creator

ZL Wisker / Djavlonbek Kadirov / C Bone

URL

https://figshare.com/articles/journal_contribution/Modelling_P2P_Airbnb_online_host_advertising_e...

Related subjects

Tourism

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