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This study explores the bidirectional effect of online social comparison (OSC) on travel intentions (TI) and the mediating role of travel envy (ENVY) and self-enhancement motivation (SEM) in this relationship. Drawing on Social Comparison Theory (SCT), Self-Determination Theory (SDT), and Consumer Behavior (CB) theories, data from 422 participants were analyzed using a parallel mediation model in AMOS and the PROCESS macro in SPSS.
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