Figure 1.
The conceptual model includes influence tactics and customer engagement constructs. Reciprocity and social proof are linked to intention to engage, attention, and trust. Reciprocity to intention to engage is labelled H 1 a. Reciprocity to attention is labelled H 1 b. Social proof to intention to engage is labelled H 2 a. Social proof to attention is labelled H 2 b. Social proof to trust is labelled H 2 c. Gender is included as a moderating variable. The moderation between reciprocity and outcomes is labelled H 3 a and H 3 b. The moderation between social proof and outcomes is labelled H 4 a, H 4 b, and H 4 c.Conceptual model
Source: Developed by authors