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Keywords: Social proof
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Journal Articles
Influencing social media engagement: integrating insights from survey and eye-tracking research
Open Access
International Journal of Contemporary Hospitality Management (2026) 38 (13): 219–238.
Published: 23 June 2026
...Ying Wang; Kevin Kam Fung So; Xiang (Robert) Li Purpose Hospitality and tourism brands face the challenge of effectively building customer engagement ( CE ) on social media. Drawing on social psychology theories of influence, this study aims to examine how reciprocity and social proof affect...
Includes: Supplementary data
