The persistence of COVID-19 exerts an unprecedented impact on the tourism and hospitality industry and the Black-owned businesses had been hit disproportionately harder than any other racial group. Many platforms (e.g., Airbnb and Yelp) have run a series of campaigns to support Black-owned businesses. Determining whether these campaigns are effective in attracting supports from consumers or just merely promotional is key. Based on the theoretical framework of Hennig-Thurau et al. (2004) and Aldous et al. (2019) and data collected from Yelp, this study reveals that higher levels of engagement produce persistent reactions. Specifically, the rating support lasts for one month and then vanishes; the review support increases for three months and then gets reversed; and the verbal support lasts for three months but does not get reversed. The findings of this study contribute to theories of online engagement and provide direct implications for platforms involving social campaigns in business practice.

COVID-19 的持续存在对旅游和酒店业产生了前所未有的影响，黑人拥有的企业受到的打击比任何其他种族群体都大。许多平台（例如 Airbnb 和 Yelp）开展了一系列活动来支持黑人拥有的企业。确定这些活动是有效吸引消费者支持还是仅仅是促销是关键。基于 Hennig-Thurau 等人的理论框架。(2004) 和 Aldous 等人。(2019) 和从 Yelp 收集的数据，这项研究表明，较高的参与度会产生持久的反应。具体来说，评级支持持续一个月，然后消失；审查支持增加三个月，然后被撤销；口头支持持续三个月但不会逆转。