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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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          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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          Common method biases in behavioral research: A critical review of the literature and recommended remedies.

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                Author and article information

                Contributors
                mnrahman.co@myamu.ac.in
                Journal
                Futur Bus J
                Future Business Journal
                Springer Berlin Heidelberg (Berlin/Heidelberg )
                2314-7210
                28 March 2023
                28 March 2023
                2023
                : 9
                : 1
                : 13
                Affiliations
                [1 ]GRID grid.411340.3, ISNI 0000 0004 1937 0765, Department of Commerce, , Aligarh Muslim University, ; Aligarh, 202002 India
                [2 ]GRID grid.512249.9, ISNI 0000 0004 1764 8954, Jaipuria Institute of Management, ; 226010 Lucknow, India
                Author information
                http://orcid.org/0000-0001-6512-0028
                Article
                192
                10.1186/s43093-023-00192-6
                10042669
                ecbc0c90-191f-4790-a4d2-bb023a6bb25a
                © The Author(s) 2023

                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/.

                History
                : 18 August 2022
                : 13 February 2023
                Categories
                Research
                Custom metadata
                © The Author(s) 2023

                social media marketing,brand trust,brand loyalty,purchase intention,covid-19

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