An Experimental Study of OTT–Influencer Effects and Cultural Moderation for Indonesia’s Culinary Nation Branding
This study compares OTT and influencer advertising across Malaysia and Russia and examines how cultural proximity shapes destination-marketing outcomes. A 2×2 between-subjects experiment (OTT vs. influencer × Malaysia vs. Russia) was conducted with online adult participants. The results show a signi...
Bewaard in:
| Hoofdauteurs: | , , , |
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| Formaat: | Artigo |
| Taal: | Inglês |
| Gepubliceerd in: |
Universitas Muhammadiyah Yogyakarta
2025-11-01
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| Reeks: | Komunikator |
| Onderwerpen: | |
| Online toegang: | https://journal.umy.ac.id/index.php/jkm/article/view/28483 |
| Tags: |
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