Extending Equity Theory: How Consumers Respond to the “Collaborative” Behaviour of Micro-Influencers in the Hospitality Industry
IMC Krems participates in groundbreaking study that includes data from the third-party perspective of social media users Krems, Austria, 09. July 2024: Consumers using social media respond to interactions between micro-influencers and the hospitality industry when the latter two act in a “collaborative” setting (free food/accomodation vs. mentioning the hospitality business on social media). Interestingly, […]