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This study investigates the characteristics and effectiveness of Key Opinion Consumers (KOCs) in enhancing online customer engagement with travel products in Vietnam, particularly in the context of the COVID-19 pandemic. It identifies five key characteristics of KOCs—expertise, trustworthiness, usage similarity, source dynamism, and cognitive effort—and examines their impact on customer engagement through social media. The research employs PLS-SEM analysis on data from 350 young consumers, aiming to provide

Author

Võ Thị Huỳnh Như

Language

EN