Effect of social media marketing on online travel purchase behavior post-COVID-19: mediating role of brand trust and brand loyalty
CC BY
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| Định dạng: | Sách |
| Ngôn ngữ: | English |
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Springer
2023
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| Truy cập trực tuyến: | https://link.springer.com/article/10.1186/s43093-023-00192-6 https://dlib.phenikaa-uni.edu.vn/handle/PNK/8384 |
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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 |
8.891695 |