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

Abstract 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....

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Main Authors: Mohd Azhar, Rehan Husain, Sheeba Hamid, Mohd Nayyer Rahman
Format: Article
Language:English
Published: SpringerOpen 2023-03-01
Series:Future Business Journal
Subjects:
Online Access:https://doi.org/10.1186/s43093-023-00192-6
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author Mohd Azhar
Rehan Husain
Sheeba Hamid
Mohd Nayyer Rahman
author_facet Mohd Azhar
Rehan Husain
Sheeba Hamid
Mohd Nayyer Rahman
author_sort Mohd Azhar
collection DOAJ
description Abstract 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.
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spelling doaj.art-4c2e8fea89c04174a59f0b567a11aca02023-04-03T05:28:26ZengSpringerOpenFuture Business Journal2314-72102023-03-019111310.1186/s43093-023-00192-6Effect of social media marketing on online travel purchase behavior post-COVID-19: mediating role of brand trust and brand loyaltyMohd Azhar0Rehan Husain1Sheeba Hamid2Mohd Nayyer Rahman3Department of Commerce, Aligarh Muslim UniversityJaipuria Institute of ManagementDepartment of Commerce, Aligarh Muslim UniversityDepartment of Commerce, Aligarh Muslim UniversityAbstract 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.https://doi.org/10.1186/s43093-023-00192-6Social media marketingBrand trustBrand loyaltyPurchase intentionCOVID-19
spellingShingle Mohd Azhar
Rehan Husain
Sheeba Hamid
Mohd Nayyer Rahman
Effect of social media marketing on online travel purchase behavior post-COVID-19: mediating role of brand trust and brand loyalty
Future Business Journal
Social media marketing
Brand trust
Brand loyalty
Purchase intention
COVID-19
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 Social media marketing
Brand trust
Brand loyalty
Purchase intention
COVID-19
url https://doi.org/10.1186/s43093-023-00192-6
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AT sheebahamid effectofsocialmediamarketingononlinetravelpurchasebehaviorpostcovid19mediatingroleofbrandtrustandbrandloyalty
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