"In the social jungle of human existence, there is no feeling of being alive without a sense of identity, without a sense of belonging." —Erik Erikson Social media has become a dominant force in ...

Consumer decisions are profoundly shaped by social contexts in which individuals seek acceptance, validation and accurate information. Social influence manifests through direct interactions with peers ...

In the digital age, having a keen awareness of which consumers are most likely to be swayed by social media can give any travel marketer an edge in working to convert spectators into actual travelers.