Sita Mishra

The Impact of 360-Degree Video on Social Media Word of Mouth Intention in Luxury Hospitality: The Roles of Telepresence and Experience

This study examines how 360-degree (vs. traditional) videos influence social media word-of-mouth (WOM) intention in the luxury hospitality sector. Across four studies, results show that 360-degree videos outperform traditional formats, with telepresence and luxury experience expl...