Abstract:With many outdated hotels in urgent need of refurbishment in China, chain hotel groups are under mounting pressure to expand their market share by strengthening advertising performance. This study aims to explore the effects of sender types and anonymous clues on advertising exposure as well as the impacts of the above factors and content narratives on service conversion (e.g., link clicks) for hotel franchise promotion. In addition to increasing exposure action, use of the AA-IDA model can effectively increas… Show more
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