The extent to which PV impacts the relationship between SMMAs and CBIs, particularly in the context of the restaurant industry, is still limited. Some scholars have examinedthis relationship in non-restaurant contexts. For instance, in the e-commerce transactionscontext, the results of the bootstrapping technique illustrated that PV significantly partiallymediated the association between SMM and PUR [73]. Similarly in the Indonesian airlinesetting, Moslehpour et al. [24] concluded that SMMAs, more specifically entertainment,significantly contributed indirectly (via PV) to the enhancement of customers’ purchaseintention.