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Sponsored Artificial Intelligence: A Modern Approach, Global Edition Artificial Intelligence: A Modern Approach, Global Edition

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M. S. Wahid

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Open access 2026

The Role of Digital Content Characteristics in Driving Consumer Engagement and Travel Decision: A Study on Malaysian Consumers

This study investigates the impact of social media content characteristics on travel decision-making among Malaysian consumers. Specifically, it aims to determine which content characteristics significantly drive consumer engagement, involvement, and travel desire. By addressing key research gaps in digital content mar...

Nor Azreen Rozlan, Amizatulhawa Mat Sani, Nur Syafiqah A. Rahim et al. · 0 citations

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