Abstract:This study explores the role of sound and its interaction with marketer-generated content (MGC) (i.e., emotional, informational, transactional) in influencing customer engagement (CE) (i.e., views and shares) in the context of tourism SMEs and TikTok. Content analysis was conducted to analyze data from 7 travel guide services in Indonesia. The final dataset comprised 660 TikTok videos, 4,092,289 views, and 10,920 shares. The results confirm that cover sound has no direct effect either on views or shares. Also,… Show more
“…To what extent and how do marketers modify AI-generated content? (Wahid et al, 2022a). Opposing such a size advantage, SMEs encounter problems in exercising effective content due to their limited capabilities (Kraus et al, 2019).…”
“…To what extent and how do marketers modify AI-generated content? (Wahid et al, 2022a). Opposing such a size advantage, SMEs encounter problems in exercising effective content due to their limited capabilities (Kraus et al, 2019).…”
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