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Effect of social media marketing on online travel purchase behavior post-COVID-19: mediating role of brand trust and brand loyalty

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Bibliographic Details
Main Authors: Mohd, Azhar, Rehan, Husain, Sheeba, Hamid
Format: Book
Language:English
Published: Springer 2023
Subjects:
BT
BL
PLS-SEM
Online Access:https://link.springer.com/article/10.1186/s43093-023-00192-6
https://dlib.phenikaa-uni.edu.vn/handle/PNK/8384
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spelling oai:localhost:PNK-83842023-05-04T03:24:44Z Effect of social media marketing on online travel purchase behavior post-COVID-19: mediating role of brand trust and brand loyalty Mohd, Azhar Rehan, Husain Sheeba, Hamid BT BL PLS-SEM CC BY The present study intends to unleash the influence of social media marketing (SMM) on purchase intention (PI), brand trust (BT) and brand loyalty (BL) in the setting of online travel booking websites. It also analyses the mediating effect of BT and BL in the relationship between SMM and PI. This study also examines the importance of trust and loyalty in the suggested model, which adds to the current research in this area. A self-administered questionnaire was employed to collect the data from the users of online travel booking websites, and the study rested upon 397 valid responses. Data were analyzed using partial least squares structural equation modeling (PLS-SEM) through Smart PLS v.3.2.6. The findings reveal that SMM has a favorable and substantial impact on BT and BL, influencing COVID-19 purchase intention. As per the findings, BT and BL's beneficial influence on the purchase intention of arranging travel on social media was discovered. 2023-05-04T03:24:44Z 2023-05-04T03:24:44Z 2023 Book https://link.springer.com/article/10.1186/s43093-023-00192-6 https://dlib.phenikaa-uni.edu.vn/handle/PNK/8384 en application/pdf Springer
institution Digital Phenikaa
collection Digital Phenikaa
language English
topic BT
BL
PLS-SEM
spellingShingle BT
BL
PLS-SEM
Mohd, Azhar
Rehan, Husain
Sheeba, Hamid
Effect of social media marketing on online travel purchase behavior post-COVID-19: mediating role of brand trust and brand loyalty
description CC BY
format Book
author Mohd, Azhar
Rehan, Husain
Sheeba, Hamid
author_facet Mohd, Azhar
Rehan, Husain
Sheeba, Hamid
author_sort Mohd, Azhar
title Effect of social media marketing on online travel purchase behavior post-COVID-19: mediating role of brand trust and brand loyalty
title_short Effect of social media marketing on online travel purchase behavior post-COVID-19: mediating role of brand trust and brand loyalty
title_full Effect of social media marketing on online travel purchase behavior post-COVID-19: mediating role of brand trust and brand loyalty
title_fullStr Effect of social media marketing on online travel purchase behavior post-COVID-19: mediating role of brand trust and brand loyalty
title_full_unstemmed Effect of social media marketing on online travel purchase behavior post-COVID-19: mediating role of brand trust and brand loyalty
title_sort effect of social media marketing on online travel purchase behavior post-covid-19: mediating role of brand trust and brand loyalty
publisher Springer
publishDate 2023
url https://link.springer.com/article/10.1186/s43093-023-00192-6
https://dlib.phenikaa-uni.edu.vn/handle/PNK/8384
_version_ 1764992809853517824
score 8.891145

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