Humblebragging and post purchase dissonance: A multi-study approach

IF 9.9 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Hospitality Management Pub Date : 2025-06-04 DOI:10.1016/j.ijhm.2025.104321

Rehan Ahmad , Muhammad Ishtiaq Ishaq , Ali Raza , Qurat-ul-Ain Talpur , Junaid Aftab

引用次数: 0

Abstract

Individuals use social media platforms to gratify their self-presentation needs. However, due to the challenges associated with overt bragging, people may resort to humblebragging (i.e., boasting disguised as a complaint). The effectiveness of humblebragging is a subject of debate in literature. Therefore, this study uses multi-study approach (survey and experimental study design) aimed to identify: (i) the conditions under which humblebragging can generate positive outcomes in a tourism context, (ii) whether humblebragging can be used as an effective strategy to mitigate post-purchase dissonance, and (iii) the role of opinion leaders in tourism. The findings revealed that opinion leadership plays a robust moderating role, such that humblebragging can generate positive outcomes and can be an effective strategy to mitigate post-purchase dissonance, but only among individuals with high levels of opinion leadership.

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谦虚自夸与购后失调：一项多研究方法

个人使用社交媒体平台来满足他们自我展示的需求。然而，由于公开吹嘘所带来的挑战，人们可能会采取谦逊的自夸（即，伪装成抱怨的自夸）。谦虚自夸的有效性是文学界争论的话题。因此，本研究采用多研究方法（调查和实验研究设计），旨在确定：(i)谦卑自夸在旅游环境中产生积极结果的条件，（ii）谦卑自夸是否可以作为缓解购后失调的有效策略，以及（iii）意见领袖在旅游中的作用。研究结果表明，意见领导具有强大的调节作用，因此谦虚自夸可以产生积极的结果，并且可以成为缓解购后不和谐的有效策略，但仅适用于具有高意见领导水平的个体。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Hospitality Management HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

21.20

自引率

9.40%

发文量

218

审稿时长

85 days

期刊介绍： The International Journal of Hospitality Management serves as a platform for discussing significant trends and advancements in various disciplines related to the hospitality industry. The publication covers a wide range of topics, including human resources management, consumer behavior and marketing, business forecasting and applied economics, operational management, strategic management, financial management, planning and design, information technology and e-commerce, training and development, technological developments, and national and international legislation. In addition to covering these topics, the journal features research papers, state-of-the-art reviews, and analyses of business practices within the hospitality industry. It aims to provide readers with valuable insights and knowledge in order to advance research and improve practices in the field. The journal is also indexed and abstracted in various databases, including the Journal of Travel Research, PIRA, Academic Journal Guide, Documentation Touristique, Leisure, Recreation and Tourism Abstracts, Lodging and Restaurant Index, Scopus, CIRET, and the Social Sciences Citation Index. This ensures that the journal's content is widely accessible and discoverable by researchers and practitioners in the hospitality field.