Dr Varqa Shamsi Bahar's Outputs (4)

#Fakefamous: How do influencers use disinformation to establish long-term credibility on social media? (2024)
Journal Article
Bahar, V. S., & Hasan, M. (online). #Fakefamous: How do influencers use disinformation to establish long-term credibility on social media?. Information Technology & People, https://doi.org/10.1108/itp-05-2023-0421

Purpose
Credible influencers play a key role in shaping the views and preferences of social media users. However, many influencers intentionally use disinformation (e.g. false narratives) to deceive users and gain their trust. This can have serious... Read More about #Fakefamous: How do influencers use disinformation to establish long-term credibility on social media?.

On the same boat but singing a different tune: Coopetition between hotels and platforms close to customers (2022)
Journal Article
Bahar, V. S., Nenonen, S., & Starr Jr, R. G. (2022). On the same boat but singing a different tune: Coopetition between hotels and platforms close to customers. Industrial Marketing Management, 107, 52-69. https://doi.org/10.1016/j.indmarman.2022.09.020

Coopetition—consisting of concurrent cooperation and competition—mainly focuses on business activities far from the customer, such as research and development. However, coopetition close to the customer, comprised of marketing and sales, remains an u... Read More about On the same boat but singing a different tune: Coopetition between hotels and platforms close to customers.

Coopetition with platforms: Balancing the interplay of cooperation and competition in hospitality (2021)
Journal Article
Bahar, V. S., Nenonen, S., & Starr Jr, R. G. (2022). Coopetition with platforms: Balancing the interplay of cooperation and competition in hospitality. Tourism Management, 88, 104417. https://doi.org/10.1016/j.tourman.2021.104417

Coopetition—a blend of cooperation and competition—is vital for ensuring hotels work successfully with platforms. Platforms are digital hubs that enable vast numbers of hotels and customers to engage with one another. However, existing research offer... Read More about Coopetition with platforms: Balancing the interplay of cooperation and competition in hospitality.

From channel integration to platform integration: Capabilities required in hospitality (2021)
Journal Article
Bahar, V. S., Nenonen, S., & Starr, R. G. (2021). From channel integration to platform integration: Capabilities required in hospitality. Industrial Marketing Management, 94, 19-40. https://doi.org/10.1016/j.indmarman.2021.02.003

Although channel integration is vital to manage multiple channels in harmony, most research focuses on direct and indirect channels. However, hotels increasingly engage with platforms – an interface bringing together a network of hotels and customers... Read More about From channel integration to platform integration: Capabilities required in hospitality.