2 documents found, page 1 of 1
Influence amplified: leveraging the power of influencer marketing in the digita...
Zekan, Senka Borovac; Fernandes, Paula Odete; Borowska-Pietrzak, A.; Biličić, Slavica GalićThis chapter will unravel the intricacies of influencer marketing, from its origins to its contemporary significance. Through a meticulously crafted case study, the readers will get the practical implementation of influencer marketing, illustrating how a retail clothing brand leveraged the influence of digital personalities to amplify its reach and resonance. The case study explores the use of influencers and e...
Destination image through TripAdvisor’s reviews analysis
Scalabrini, E.C.B.; Ferreira, Jessica; Zekan, Senka Borovac; Fernandes, Paula OdeteTourists’ satisfaction and motivation have been recurrent themes in tourism literature. In recent years these themes have also been addressed based on online evaluations carried out by tourists, TripAdvisor is one of the most used sites. In this context, this study aims to analyse the image of Bragança’s tourism destina- tion based on TripAdvisor reviews during the pandemic period (2020–2022). To this end, 1444...