“…This theory posits that the social influence created by online traffic and the propagated information in a social network is pervasive in shaping individuals' attitudes, cognition and behaviour (Iyengar et al, 2011;Kurt et al, 2011). Management researchers regard such social influence among fellow consumers as one of the primary factors affecting consumers' choices of products (e.g., Kurt et al, 2011;Wang et al, 2013), purchase intentions (e.g., Fang et al, 2013;Zhang et al, 2014), perception (e.g., Cheng & Ho, 2015; Lee et al, 2015), and online communication behaviour (e.g., Goes et al, 2014;Sridhar & Srinivasan, 2012;Zhang et al, 2011). A wider scope of customer engagement can amplify the crowd's voice on the internet and hence strengthen the social influence, with a greater number of customers acting and participating in the network (King et al, 2014).…”