+1 Recommend
2 collections
      • Record: found
      • Abstract: found
      • Article: found
      Is Open Access

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


      Read this article at

          There is no author summary for this article yet. Authors can add summaries to their articles on ScienceOpen to make them more accessible to a non-specialist audience.


          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.

          Related collections

          Most cited references118

          • Record: found
          • Abstract: found
          • Article: not found

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

          Interest in the problem of method biases has a long history in the behavioral sciences. Despite this, a comprehensive summary of the potential sources of method biases and how to control for them does not exist. Therefore, the purpose of this article is to examine the extent to which method biases influence behavioral research results, identify potential sources of method biases, discuss the cognitive processes through which method biases influence responses to measures, evaluate the many different procedural and statistical techniques that can be used to control method biases, and provide recommendations for how to select appropriate procedural and statistical remedies for different types of research settings.
            • Record: found
            • Abstract: found
            • Article: not found

            The theory of planned behavior

            Icek Ajzen (1991)
            Organizational Behavior and Human Decision Processes, 50(2), 179-211
              • Record: found
              • Abstract: not found
              • Article: not found

              Evaluating Structural Equation Models with Unobservable Variables and Measurement Error


                Author and article information

                Futur Bus J
                Future Business Journal
                Springer Berlin Heidelberg (Berlin/Heidelberg )
                28 March 2023
                28 March 2023
                : 9
                : 1
                : 13
                [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
                © 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/.

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

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


                Comment on this article