“…SMMAs serve as a stimulus factor in shaping relationships between customers and companies and reinforcing links between followers and brands in the hospitality context . Scholars widely adopt SMMAs as a vital driver of companies' traditional marketing strategy, which aims to enhance positive customer-brand relationships (Godey et al, 2016;Salunka & Jain, 2022;Zollo et al, 2020). Furthermore, previous studies have investigated SMMAs vis-à-vis customer responses in diverse industries, such as luxury brands (Zollo et al, 2020), smartphones , and e-commerce sites (Yadav & Rahman, 2018).…”