Sampling and participant profile
| Demographic characteristics | Study 1 airline context | Study 2 hotel context |
|---|---|---|
| Freq. and % | Freq. and % | |
| Gender | ||
| Female | 337 (49.6) | 273 (49.4) |
| Male | 337 (49.6) | 276 (49.9) |
| Non-binary | 4 (0.6) | 2 (0.4) |
| I don’t want to respond | 1 (0.1) | 2 (0.4) |
| Age (in years) | ||
| 18–24 | 25 (3.7) | 21 (3.8) |
| 25–35 | 116 (17.1) | 169 (30.6) |
| 36–45 | 230 (33.9) | 181 (32.7) |
| 46–55 | 108 (15.9) | 106 (19.2) |
| 56+ | 200 (29.5) | 76 (13.7) |
| Education | ||
| Less than high school | 12 (1.8) | 1 (0.2) |
| High school diploma (or equivalent) | 171 (25.2) | 78 (14.1) |
| College or university student without a degree | 144 (21.2) | 55 (9.9) |
| Associate degree (or equivalent) | 83 (12.2) | 70 (12.7) |
| Bachelor’s degree (or equivalent) | 175 (25.8) | 239 (43.2) |
| Master’s degree (or equivalent) | 94 (13.8) | 89 (16.2) |
| PhD or Post-doc | 21 (3.8) | |
| Occupation | ||
| Employed full-time | 327 (48.9) | 338 (61.1) |
| Employed part-time | 45 (7.2) | 62 (11.2) |
| Self-employed | 51 (8.1) | 59 (10.7) |
| Unemployed | 72 (11.9) | 18 (3.3) |
| Student | 8 (1.8) | 16 (2.9) |
| Retired | 139 (17) | 32 (5.8) |
| Homemaker | 37 (5.1) | 28 (5.1) |
| Facebook Content Interaction | ||
| Multiple times a day | 379 (55.8) | 200 (36.2) |
| Daily | 182 (26.8) | 143 (25.9) |
| Multiple times per week | 74 (10.9) | 92 (16.6) |
| Weekly | 44 (6.5) | 65 (11.8) |
| Monthly | 53 (9.6) | |
| Reading Online Reviews | ||
| Always | 171 (25.2) | 186 (33.6) |
| Often | 301 (44.3) | 242 (43.8) |
| Occasionally | 150 (22.1) | 115 (20.8) |
| Rarely | 57 (8.4) | 10 (1.8) |
| Demographic characteristics | Study 1 airline context | Study 2 hotel context |
|---|---|---|
| Freq. and % | Freq. and % | |
| Female | 337 (49.6) | 273 (49.4) |
| Male | 337 (49.6) | 276 (49.9) |
| Non-binary | 4 (0.6) | 2 (0.4) |
| I don’t want to respond | 1 (0.1) | 2 (0.4) |
| 18–24 | 25 (3.7) | 21 (3.8) |
| 25–35 | 116 (17.1) | 169 (30.6) |
| 36–45 | 230 (33.9) | 181 (32.7) |
| 46–55 | 108 (15.9) | 106 (19.2) |
| 56+ | 200 (29.5) | 76 (13.7) |
| Less than high school | 12 (1.8) | 1 (0.2) |
| High school diploma (or equivalent) | 171 (25.2) | 78 (14.1) |
| College or university student without a degree | 144 (21.2) | 55 (9.9) |
| Associate degree (or equivalent) | 83 (12.2) | 70 (12.7) |
| Bachelor’s degree (or equivalent) | 175 (25.8) | 239 (43.2) |
| Master’s degree (or equivalent) | 94 (13.8) | 89 (16.2) |
| PhD or Post-doc | 21 (3.8) | |
| Employed full-time | 327 (48.9) | 338 (61.1) |
| Employed part-time | 45 (7.2) | 62 (11.2) |
| Self-employed | 51 (8.1) | 59 (10.7) |
| Unemployed | 72 (11.9) | 18 (3.3) |
| Student | 8 (1.8) | 16 (2.9) |
| Retired | 139 (17) | 32 (5.8) |
| Homemaker | 37 (5.1) | 28 (5.1) |
| Multiple times a day | 379 (55.8) | 200 (36.2) |
| Daily | 182 (26.8) | 143 (25.9) |
| Multiple times per week | 74 (10.9) | 92 (16.6) |
| Weekly | 44 (6.5) | 65 (11.8) |
| Monthly | 53 (9.6) | |
| Always | 171 (25.2) | 186 (33.6) |
| Often | 301 (44.3) | 242 (43.8) |
| Occasionally | 150 (22.1) | 115 (20.8) |
| Rarely | 57 (8.4) | 10 (1.8) |
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