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...

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Autori principali:	Muhammad Hidayatullah, Muhammad Awaluddin, Acmad Firdaus, Ansar Suherman
Natura:	Artigo
Lingua:	Inglês
Pubblicazione:	Universitas Muhammadiyah Yogyakarta 2025-11-01
Serie:	Komunikator
Soggetti:	cross media reach culinary diplomacy nation branding over-the-top advertising influencer marketing
Accesso online:	https://journal.umy.ac.id/index.php/jkm/article/view/28483
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