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Keywords: Social comparison theory
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Journal Articles
Journal Articles
Tourism Review (2025) 80 (5): 1067–1083.
Published: 22 July 2024
... humblebragging elicits more positive responses from viewers than straightforward bragging. Design/methodology/approach Drawing on social comparison theory and compensation theory, this paper developed a moderated mediation model to explore the impact of bragging type (bragging vs humblebragging) on viewer...

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