Social comparison orientation and frequency: A study on international travel bloggers

This study adopts a social comparison theory perspective to examine the drivers of frequency (SCF) on Facebook among international travel bloggers who utilize for their blogging activities. An online survey led 99 usable responses covering from 33 countries. Results suggest that there is strongly positive and significant relationship between SCF Ability dimension orientation (SCO), as well opinion leadership. While professional are more likely be leaders, non-professional tend compare themselves with others considerably often. Overall, it seems deployed in rather strategic way by try enhance visibility blogs vis-à-vis competitors. Research contributions managerial implications discussed.