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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
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 stu...
Autores principales: | , , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
Springer Berlin Heidelberg
2023
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10042669/ http://dx.doi.org/10.1186/s43093-023-00192-6 |
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author | Azhar, Mohd Husain, Rehan Hamid, Sheeba Rahman, Mohd Nayyer |
author_facet | Azhar, Mohd Husain, Rehan Hamid, Sheeba Rahman, Mohd Nayyer |
author_sort | Azhar, Mohd |
collection | PubMed |
description | 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. Moreover, it was also confirmed from the results that BT and BL mediate the relationship between SMM and PI. Therefore, SMM significantly impacts online trip booking purchase intentions with increased BT and BL levels. Finally, several theoretical and managerial implications can be delineated from the findings of this study for industry and academia. |
format | Online Article Text |
id | pubmed-10042669 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2023 |
publisher | Springer Berlin Heidelberg |
record_format | MEDLINE/PubMed |
spelling | pubmed-100426692023-03-28 Effect of social media marketing on online travel purchase behavior post-COVID-19: mediating role of brand trust and brand loyalty Azhar, Mohd Husain, Rehan Hamid, Sheeba Rahman, Mohd Nayyer Futur Bus J Research 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. Moreover, it was also confirmed from the results that BT and BL mediate the relationship between SMM and PI. Therefore, SMM significantly impacts online trip booking purchase intentions with increased BT and BL levels. Finally, several theoretical and managerial implications can be delineated from the findings of this study for industry and academia. Springer Berlin Heidelberg 2023-03-28 2023 /pmc/articles/PMC10042669/ http://dx.doi.org/10.1186/s43093-023-00192-6 Text en © The Author(s) 2023 https://creativecommons.org/licenses/by/4.0/Open AccessThis article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article's Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/ (https://creativecommons.org/licenses/by/4.0/) . |
spellingShingle | Research Azhar, Mohd Husain, Rehan Hamid, Sheeba Rahman, Mohd Nayyer Effect of social media marketing on online travel purchase behavior post-COVID-19: mediating role of brand trust and brand loyalty |
title | 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_short | 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 |
topic | Research |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10042669/ http://dx.doi.org/10.1186/s43093-023-00192-6 |
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