Navigating the digital landscape: evaluating the impacts of digital IMC on building and maintaining destination brand equity
In the evolving realm of digital marketing, digital integrated marketing communication (IMC) has emerged as a critical factor in building and maintaining brand equity for sustainable tourism destinations. This research examines the impact of digital IMC consistency and interactivity on establishing...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Multidisciplinary Digital Publishing Institute
2024
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| Online Access: | http://psasir.upm.edu.my/id/eprint/114920/1/114920.pdf |