Social Influence Theory Research Articles

Influence of Eco-Friendly Packaging on Customer Loyalty in Japan

Purpose: The aim of the study was to analyze the influence of eco-friendly packaging on customer loyalty in Japan. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Research on the influence of eco-friendly packaging on customer loyalty in Japan reveals that consumers are increasingly valuing sustainability in their purchasing decisions. Studies show that environmentally conscious packaging enhances brand perception, with Japanese consumers viewing companies that use eco-friendly packaging as socially responsible and ethical. This positive brand association significantly boosts customer loyalty, as many consumers are willing to pay more for products packaged sustainably. Additionally, younger consumers in Japan, particularly Millennials and Gen Z, prioritize eco-friendly packaging, linking it to their personal values of environmental responsibility. Unique Contribution to Theory, Practice and Policy: Theory of planned behavior (TPB), uses and gratifications theory (UGT) & social influence theory may be used to anchor future studies on the influence of eco-friendly packaging on customer loyalty in Japan. Eco-friendly packaging can be an essential differentiator for brands in Japan, where environmental consciousness is culturally significant. Policymakers should consider incentivizing the adoption of eco-friendly packaging through tax breaks or subsidies, which would encourage more brands to switch to sustainable packaging solutions.

Impact of Social Media Marketing on Consumers in Philippines

Purpose: The aim of the study was to analyze the impact of social media marketing on consumers in Philippines. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The impact of social media marketing on consumers in the Philippines reveals that platforms like Facebook, Instagram, and Twitter significantly influence purchasing behavior, especially among younger audiences. Studies show that Filipino consumers are highly engaged with brands on social media, where personalized content, influencer marketing, and customer interaction drive brand loyalty and product awareness. Social media also facilitates quicker decision-making, as consumers rely on peer reviews and recommendations before making purchases. However, challenges include issues with data privacy and the oversaturation of promotional content, which can lead to consumer fatigue. Unique Contribution to Theory, Practice and Policy: Theory of planned behavior (TPB), uses and gratifications theory (UGT) & social influence theory may be used to anchor future studies on the impact of social media marketing on consumers in Philippines. Companies should invest in analytics tools to understand consumer preferences, enabling them to create more personalized and engaging content. Policymakers should develop regulations that ensure transparency in social media advertising and influencer endorsements, particularly in areas like disclosure of paid partnerships.

Alone Together, Together Alone: The Effects of Social Context on Nonverbal Behavior in Virtual Reality

Abstract Social virtual reality (VR), by definition, focuses on people using networked VR systems to bring avatars together. Previous studies have examined how different factors affect social interaction, in small groups such as dyads or triads. However, in a typical social VR scene there tends to be dozens of avatars, even those not directly interacting with a given user. Furthermore, beyond the virtual environment, VR users are also situated in various immediate physical social contexts. In two field experiments, we investigate how the presence of virtual and physical people contextualize and influence nonverbal behaviors. Study 1 examines virtual context and asks how interacting with others in a private or public virtual environment influences nonverbal outcomes during interactions in a social VR platform. Across two sessions, participants (n = 104) met either in a private virtual environment with their group members alone or in a public environment surrounded by four other groups. Results showed that participants moved their avatars slower and stood closer to group members in public versus private environments. Study 2 examines physical context and asks how interacting with virtual others while physically together or alone influences nonverbal behaviors. Participants (n = 61) met in virtual environments while they were in either a shared physical environment or separated physical environments. Results showed that, compared to remote participants, participants who were physically together moved their bodies more slowly, but their avatars faster. Moreover, there was more mutual gaze among remote participants. We discuss implications to theories of social influence in VR.

Going Viral: Sharing of Misinformation by Social Media Influencers

This paper tackles the issue of health and well-being misinformation, the dissemination of false or misleading information related to medical treatments, diseases, mental health, nutrition, exercise or general well-being, propagated by social media influencers. It investigates the virality of misinformation posts by TikTok and Instagram influencers exploring users’ appraisals and their sharing tendencies. Grounded in social influence and cognitive appraisal theories (CAT), three online experimental studies dissect the dynamics of virality, user comments and their effects on perceived deception, parasocial interaction and sharing intent. The results of Study 1 demonstrate heightened post virality reduces perceived deception, fostering stronger parasocial connections and sharing intentions. Conversely, lower virality levels heighten deception perceptions. In Study 2, critical comments are shown to enhance deception in high virality posts. Whereas supportive comments are shown to enhance the indirect effect of low virality posts on sharing intentions, via deception and parasocial interaction. The study contributes by demonstrating how social influence theory and CAT together explain how social media influencer misinformation posts based on their virality and user responses are likely to be shared and what consumer appraisals explain this effect. It provides directions of how marketers can tackle this issue.

Exploring panic buying as a situational response – the role of fear, media exposure and context-specific paranoia

PurposeDrawing on prospect theory, terror management theory, and social influence theories, this study explores the phenomenon of panic buying amid the COVID-19 pandemic, namely its situational antecedents such as fear of COVID-19, increased media exposure to COVID-19-related news, and context-specific paranoia. It offers insight into the situational nature of panic buying, contrary to the purely dispositional/trait conceptualization of irrational spending, usually depicted through the phenomenon of compulsive buying.Design/methodology/approachThis is a cross-sectional study. An online questionnaire was used for data collection from 621 Croatian citizens. The questionnaire features a series of validated instruments designed to measure compulsive buying, fear of COVID-19, and context-specific paranoia. The media exposure scale (MES) was also specifically developed and empirically tested for the purpose of this research.FindingsThe results suggest that individuals who exhibited greater fear of COVID-19 while also experiencing increased exposure to COVID-19-related news were more likely to engage in panic buying. This connection has remained significant even after controlling for compulsive buying tendencies, suggesting that panic buying witnessed during the coronavirus pandemic was a situational phenomenon, not strictly dispositional. This establishes the fear of COVID-19 and increased exposure to pandemic-related news content as situational antecedents to panic buying. After controlling for compulsive buying, this paper does not demonstrate a significant connection between context-specific paranoia and panic buying. Furthermore, context-specific paranoia does not mediate the relationship between media exposure to pandemic-related content and panic buying, whereas the fear of COVID-19 significantly mediates the same relationship.Practical implicationsThis study recognizes people's panic behavior amid the COVID-19 pandemic as a byproduct of a situational, reactive process – not a psychopathological one. Furthermore, it recognizes media sensationalism and the audience's impaired capacity for rational spending as major risk factors preceding the event of panic buying.Originality/valueThis study proposes a novel conceptual framework of irrational spending amid crises such as COVID-19 pandemic, introducing the differentiation between the situational nature of the phenomenon (panic buying), thereby separating it from its previous dispositional operationalizations (hoarding, compulsive buying).

The Effect of Social Norms on Value Added Tax Compliance among Small and Medium Enterprises in Embu Town

Despite the increasing need to raise the level of revenue collection, Kenya still faces the challenges of low tax compliance. The broad objective of the study was to determine the effect of social norms on value tax compliance among small and medium enterprises in Embu town, Kenya. The study was guided by social influence theory. The study adopted an explanatory research design and targeted a population was 1050 small and medium enterprises in Embu town. A sample size of 290 was drawn from this population and the response rate was 74%. Primary data collection was employed using closed structured questionnaires from study's objective. The data was analyzed using descriptive, inferential statistics and multiple linear regression analysis. A correlation analysis conducted before testing for coefficients shows that there was a positive and significant linear relationship between social norms and value tax compliance r=0.696. The coefficient table indicates that social norms have a positive effect on VAT compliance β= 0.138 (p=0.006<0.05). Based on the findings the study recommends that Kenya Revenue Authority integrate insights from behavioral economics into tax compliance theories. Explore how psychological factors such as social norms can be incorporated into models predicting taxpayer behavior. Further research may be conducted to investigate the effect of technology on VAT compliance.

Analyzing the Impact of Social Media Influencers on Consumer Shopping Behavior: Empirical Evidence from Pakistan

This study provides valuable insights into the impact of social media influencers (SMIs) on consumer shopping behavior through the lens of social influence theory. It focuses on the mediating role of shopping intentions and the moderating effects of brand credibility and individual shopping values in Pakistan. Using online questionnaires, data were collected from 988 individuals with first-hand experience of social commerce. To investigate a moderated mediation model, we used Smart-PLS 4, which examines how SMIs affect shopping behavior through shopping intention in the case of social media buying. The moderating effects of brand credibility and individual shopping values, specifically hedonic and utilitarian, are also examined. The results show that brand credibility significantly moderates the relationship between SMIs and shopping intentions. Utilitarian shopping value significantly moderates the conversion of shopping intentions into actual shopping behavior, while hedonic shopping value is found to be insignificant. This study uses social influence theory to emphasize the importance of critical variables in digital consumer behavior. The findings suggest that marketers should emphasize brand credibility and practical values to boost social commerce and engagement, providing a practical guide for their strategies.

Role of Social Media Influencers in Brand Management in Indonesia

Purpose: The aim of the study was to examine the Role of Social Media Influencers in Brand Management in Indonesia. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The role of social media influencers in brand management in Indonesia has become increasingly significant, reshaping how brands connect with their target audiences and build their market presence. Influencers, with their substantial followings and authentic engagement, have emerged as powerful intermediaries between brands and consumers, effectively amplifying brand messages and enhancing brand visibility. By leveraging the trust and relatability that influencers command, brands in Indonesia have successfully tapped into niche markets, driving higher engagement rates and fostering stronger consumer loyalty. Influencers' ability to create compelling, personalized content allows brands to convey their values and narratives in a more relatable and impactful manner, resonating deeply with diverse consumer segments. Unique Contribution to Theory, Practice and Policy: Social Influence Theory, Source Credibility Theory & the Elaboration Likelihood Model (ELM) may be used to anchor future studies on Role of Social Media Influencers in Brand Management in Indonesia. Brands should prioritize authenticity and transparency in their influencer partnerships to build trust and credibility with consumers. Encouraging influencers to disclose sponsored content and maintain genuine relationships with their followers enhances brand authenticity and fosters long-term brand-consumer relationships. While macro-influencers may have larger followings, micro-influencers often offer higher engagement rates and niche audience targeting. Brands should consider partnering with micro-influencers who align with their brand values and target demographics to maximize the impact of influencer marketing campaigns. Governments and organizations should invest in influencer education programs to equip influencers with the necessary skills and knowledge to navigate ethical and legal considerations in their content creation and brand partnerships. Providing influencers with guidance on best practices and compliance standards promotes responsible influencer marketing practices and enhances the overall integrity of the industry.

The impact of self-conscious emotions on the continuance intention of digital voice assistants in private and public contexts

Digital voice assistants (DVAs) are application programs that can understand and interpret natural language voice commands. They are embedded in various products like smartphones and smart speakers and have thus become integral in everyday life, interpersonal communications, and social relationships. Despite users tend to humanize DVAs, emotions that arise in interpersonal interactions such as self-conscious emotions (i.e., pride, shame, guilt, and vicarious embarrassment) and their influence on human-machine interaction remain unstudied. Grounding on regulatory focus theory, we argue that these emotions are fundamental for promoting or preventing future DVA use. Additionally, drawing on social influence theory, we contend that the influence of self-conscious emotions on continuous DVA use varies across specific usage situations. Thus, we extend the expectation-confirmation model with self-conscious emotions and empirically compare user reactions between different social scenarios (alone and with friends in private vs. public places). Analyzing 860 DVA user responses through structural equation modeling and multigroup analysis, our findings reveal that pride consistently positively influences continuance intention across all social contexts. Furthermore, shame acts as an important inhibitor of continuance intentions in public, while guilt inhibits continuance intentions in private places. Vicarious embarrassment, however, does not exhibit significant effects in any scenario. These results carry valuable implications for both research and management in understanding and optimizing DVA user experiences.

Original or discounted amount? The mechanism of impact of group-buying bill amount display and peer presence on consumer repurchase intention in restaurants

Group-buying coupons have increasingly become a crucial marketing measure for restaurants to attract and maintain consumer flow. Compared to redemption in-store, stimulating consumer repurchase intention is more important for long-term restaurant development. Accordingly, this study, grounded in social influence theory, explores the mechanisms by which restaurant group-buying bill amount display and peer presence affect consumer repurchase intention through two scenario experiments. The findings are as follows: (1) When peers are present, displaying the original amount on the bill enhances consumer repurchase intention more effectively; when peers are absent, displaying the discounted amount has a stronger effect. Meanwhile, intimacy level strengthens the effect of peer presence, thereby further enhancing repurchase intention. (2) Self-esteem plays a mediating role in the aforementioned relationships. (3) Consumer self-construal moderates these relationships. These results not only enrich the theoretical understanding of restaurant group-buying but also offer practical insights for enhancing post-group-buying marketing effectiveness.

Influence of Influencer Marketing on Consumer Purchase Intentions

Purpose: The aim of the study was to assess the influence of influencer marketing on consumer purchase intentions. Materials and Methods: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study indicate that consumers are more likely to trust and be influenced by recommendations from individuals they perceive as authentic and knowledgeable. Influencers, especially those with niche audiences, can create a sense of personal connection and trust with their followers, making their endorsements more persuasive than traditional advertising. This trust translates into higher engagement rates and a greater likelihood of consumers trying and purchasing products endorsed by these influencers. Additionally, the interactive nature of social media platforms allows influencers to engage directly with their audience, answering questions and providing real-time feedback, further enhancing their impact on purchase decisions. Overall, influencer marketing effectively taps into the power of social proof and word-of-mouth, driving consumer interest and purchase intentions more effectively than many conventional marketing strategies. Implications to Theory, Practice and Policy: Social influence theory, informational social influence theory and theory of planned behavior may be used to anchor future studies on assessing the influence of influencer marketing on consumer purchase intentions. Encourage brands to establish strategic collaborations with influencers based on authenticity, trustworthiness, and alignment with brand values. Advocate for transparency and ethical guidelines in influencer marketing practices to build consumer trust and credibility.

Impact of Social Media Usage on Consumer Decision-Making in E-Commerce Platforms in Malawi

Purpose: The aim of the study was to assess the impact of social media usage on consumer decision-making in e-commerce platforms in Malawi. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study indicated a significant impact of social media usage on consumer decision-making within e-commerce platforms. One notable finding is the influence of social media platforms in shaping consumer preferences and purchase behaviors. For instance, consumers often turn to social media channels to seek product recommendations, reviews, and testimonials from peers or influencers they trust. Moreover, social media platforms provide a space for e-commerce businesses to engage with their audience through targeted advertising, promotions, and interactive content, thereby influencing purchasing decisions. Additionally, the viral nature of social media enables the rapid spread of information about products and brands, amplifying their visibility and influencing consumer perceptions. Implications to Theory, Practice and Policy: Social influence theory, technology acceptance model and social cognitive theory may be used to anchor future studies on assessing the impact of social media usage on consumer decision-making in e-commerce platforms in Malawi. Businesses should prioritize authenticity, transparency, and consumer engagement in their social media marketing strategies. Policymakers should consider regulatory measures to ensure transparency and accountability in social media advertising practices.

Virtual Influencers in Consumer Behaviour: A Social Influence Theory Perspective

AbstractAlthough virtual influencers, that is, computer‐generated personas, have been a growing trend in marketing, we still know very little about their impact on consumers’ attitudes and behaviour. To bridge this gap, this study: (a) explores individuals’ acceptance of influences induced by virtual influencers and (b) investigates how influence acceptance translates into behaviour. Drawing on Social Influence Theory, we first conducted a comprehensive literature review to extract the key attributes of virtual influencers (i.e. warmth, relatedness, interactivity, competence, empathy, uniqueness, fairness and credibility) as enablers of engagement that can determine influence acceptance. Then, based on 601 survey responses and using a fuzzy‐set qualitative comparative analysis, we analysed the associations between the enablers of engagement, influence acceptance processes (i.e. compliance, identification and internalization) and behavioural responses (purchase intention and behaviour adoption). Our findings highlight various sets of virtual influencer attributes that lead to high degrees of compliance, identification and internalization, and behavioural responses. We contribute to the influencer literature by explaining the causes of the persuasiveness of virtual influencers and their effectiveness in stimulating behaviour. Our study also offers practical insights into how brand managers can leverage virtual influencers in online marketing strategies.

Impact of Social Media Engagement on Brand Image Perception in Cameroon

Purpose: The aim of the study was to assess the impact of social media engagement on brand image perception in Cameroon. Materials and Methods: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study indicate that active engagement on social platforms can significantly enhance a brand's image. Brands that interact regularly and authentically with their audience tend to foster stronger relationships and build trust. Positive engagement, such as responding to customer inquiries, sharing user-generated content, and maintaining a consistent and relatable presence, contributes to a more favorable perception. Conversely, negative interactions or a lack of engagement can harm a brand's reputation. The immediacy and transparency of social media also amplify these effects, making it crucial for brands to strategically manage their online interactions to positively influence public perception and maintain a strong, positive brand image. Implications to Theory, Practice and Policy: Social influence theory, cognitive dissonance theory and selective exposure theory may be used to anchor future studies on assessing the impact of social media engagement on brand image perception in Cameroon. Brands should prioritize personalized content strategies on social media platforms, tailored to specific audience segments and industry contexts. Policymakers and industry regulators should collaborate to establish ethical guidelines for social media engagement practices, particularly concerning influencer collaborations and sponsored content.

Investment in employee developmental climate and employees' continued online learning behaviors: A social influence perspective

AbstractIn the contemporary digital age, continued online learning behaviors have become indispensable for fostering employee development. However, the learning and development literature predominantly focuses on traditional instructor‐led approaches. It remains unclear how organizations can shape employees' learning behaviors, particularly in the context of online learning. The current study clarifies this underexplored research area by investigating how organizational investment in employee developmental climate (IEDC) can promote employees' continued online learning behaviors. Drawing on social influence theory and employing a multilevel research design, we find empirical support for our research model, which specifies that IEDC positively affects employees' continued online learning behaviors through the effect of normative pressure. The findings also reveal the moderating role of online learning facilitating conditions. Specifically, in firms characterized by higher levels of online learning facilitating conditions, the positive relationship between IEDC and normative pressure becomes more pronounced when compared to organizations with lower levels of such facilitating conditions.

Promoting sales of knowledge products on knowledge payment platforms: A large-scale study with a machine learning approach

With the digital transformation of the global economy, a new mode of knowledge service has emerged on open innovation platforms such as those for the sharing economy. This mode is the paid knowledge-sharing service, where knowledge providers share knowledge with only those who have paid for it. Since an individual customer's purchases are influenced by others around them, we adopted social influence theory to explain sales of such services on paid knowledge-sharing platforms. A machine learning approach was applied to analyze 27,223 text reviews from the Zhihu Live platform (a well-known and large-scale open knowledge community in China). Hierarchical regression models were built to verify twelve proposed hypotheses about the knowledge providers, knowledge quality, interaction quality, and ratings. The results confirm the positive effect on sales of responsiveness (a dimension of interaction quality), and the negative effect on sales of free provider-driven knowledge contributions.In summary, this study provides a comprehensive framework for antecedent factors of sales of knowledge-sharing services. By introducing to knowledge management notions from the field of e-commerce (e.g., price, quality), this study broadens the understanding of the free-to-paid phenomenon on knowledge-sharing platforms.

Understanding covid-19 prevention behaviours: Implications for social and health marketers for the prevention of future pandemics

From the integrative perspectives of the health belief model and social influence theories, the study sought to identify factors social and health marketers should focus on to elicit voluntary change in behavior toward the performance of COVID-19 infection prevention behaviors such as frequent handwashing with soap, social distancing, and avoidance of handshaking using mixed method approach. The quantitative data from 605 respondents through structured questionnaires were analyzed using PLS-SEM. The qualitative data through five focus group discussions were also analyzed using thematic analysis. The result shows that religiosity and trust in traditional medicine are the major factors contributing to the lack of severity and susceptibility to the coronavirus. The result further shows informational and normative social influencers as significant mediators between the constructs of the HBM and the performance of the COVID-19 protocols, suggesting that these influencers play a significant role in achieving the performance of the recommended behaviors.

Interaction between cognitive process and social dynamics in shaping individual analyzing of online reviews. Part I.

While internal factors like review and reviewer characteristics have been extensively studied, the influence of external, particularly social factors, on online review processing remains relatively unexplored. This research bridges this gap by investigating how social pressures: social conformity, social validation, affects how individuals analyze online reviews. By combining the Elaboration Likelihood Model (ELM) and the Social Influence Theory (SIT), we propose a comprehensive framework to examine two key dimensions: Online review processing and the influence of social factors on this process. We conduct a study among skincare product consumers, revealing that social conformity, significantly influence reliance on peripheral cues (ratings, source credibility), however social validation does not exhibit a significant effect. Furthermore, by introducing expertise as a moderator, we observe that the direct impact of social factors becomes attenuated. This suggests that individuals with strong subject knowledge are less susceptible to the persuasive power of social cues when evaluating online review.

Impact of Social Media Influencers on Tourist Destination Choices and Expenditure in South Africa

Purpose: The aim of the study was to assess the impact of social media influencers on tourist destination choices and expenditure in South Africa. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study revealed that Influencers' content, including photos, videos, and recommendations, play a crucial role in shaping perceptions and desires regarding destinations. Studies indicate that travelers often rely on influencers' insights and experiences to discover new places and plan their trips. Moreover, the authenticity and relatability of influencer content tend to resonate with audiences, leading to increased trust and engagement. As a result, destinations featured by influencers may experience a boost in visitor numbers and spending as travelers seek to replicate the experiences portrayed online. However, there are also concerns about the potential for exaggerated portrayals and the commodification of travel experiences, which could lead to unrealistic expectations and over-tourism in certain destinations. Implications to Theory, Practice and Policy: Social influence theory, uses and gratifications theory and social identity theory may be used to anchor future studies on assessing the impact of social media influencers on tourist destination choices and expenditure in South Africa. Destination marketers and tourism stakeholders should embrace influencer collaborations as integral components of their marketing strategies. Policymakers should recognize the growing significance of social media influencers in tourism promotion and consider integrating influencer marketing guidelines into destination management policies.

Impact of Online Reviews on Hotel Booking Intentions among Millennials in Nigeria

Purpose: The aim of the study was to assess the impact of online reviews on hotel booking intentions among millennials in Nigeria. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study discovered that millennials heavily rely on online reviews when making hotel booking decisions, considering them as crucial sources of information. Positive reviews tend to increase booking intentions, while negative reviews have a significant adverse effect. Additionally, the study revealed that millennials are more inclined to trust reviews from fellow consumers rather than those from official hotel websites or advertising campaigns. Furthermore, it highlighted the importance of review authenticity and the influence of review characteristics such as quantity, recency, and overall rating on booking intentions. Implications to Theory, Practice and Policy: Social influence theory, technology acceptance model and selective exposure theory may be used to anchor future studies on assessing the impact of online reviews on hotel booking intentions among millennials in Nigeria. Hoteliers should prioritize online reputation management strategies that enhance the credibility and authenticity of online reviews, thereby positively influencing Millennials' booking intentions. Policymakers should enact regulations that promote transparency and accountability in online review platforms to mitigate the spread of fake or misleading reviews.