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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...

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Detalles Bibliográficos
Autores principales:	Azhar, Mohd, Husain, Rehan, Hamid, Sheeba, Rahman, Mohd Nayyer
Formato:	Online Artículo Texto
Lenguaje:	English
Publicado:	Springer Berlin Heidelberg 2023
Materias:	Research
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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