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Will firm's marketing efforts on owned social media payoff? A quasi-experimental analysis of tourism products

Destination MarketingSocial MediaDigital MarketingMedia MarketingInteractive MarketingManagementBusinessConsumer ResearchSocial MarketingMarketing CommunicationMarketing ManagementTourismSocial Medium MarketingTourism ProductsMarketingMarketing EffortsSocial Media Payoff