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. 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.

Deciphering Emotional Sensitivity in Social Media: A Paradigm for Brand Equity Enhancement

“…Contrary to prevailing beliefs in the digital and social media landscape, our research challenges the notion that brand loyalty is the sole driver of purchase intention. Academic data supporting this finding indicates a shift in consumer behavior, showcasing reduced levels of loyalty in digital and social media networks compared to traditional contexts [95,96]. This challenges the traditional focus on brand loyalty as the primary driver of purchase intention, emphasizing instead the critical importance of nurturing brand awareness and fostering robust associations with quality.…”

Peran Word of Mouth Memediasi Pengaruh Social Media Marketing Instagram Terhadap Keputusan Pembelian Kuliner

“…Selanjutnya dalam penelitian Arifin & Rahmat Syah, (2023) mengatakan bahwa pemasar mobil di Indonesia harus melakukan mengelola penyebaran informasi e-WOM secara efektif di platform media sosial sehingga Informasi ini berpotensi meningkatkan kepercayaan dan kesadaran merek konsumen, mempengaruhi munculnya niat membeli mereka. Sedangkan dalam penelitian Azhar et al, (2023) Social Media Marketing memiliki dampak yang menguntungkan dan substansial pada Brand Trust dan Brand Loyalty, mempengaruhi pembelian pemesanan perjalanan online.…”

Enhancing Brand Reliance: Unraveling the Impact of Brand Image and Trust on Online Repurchases in the Tourism Sector.

“…Consumer purchasing patterns are changing as consumers are buying through online platforms (Gu et al, 2021). Making purchases online is considered online buying behaviour and involves psychological aspects of consumers (Azhar et al, 2023). The "Stimulus Organism Response" (S-O-R) model was initially developed by Mehrabian and Russell in 1974.…”

“…On the other hand, "Brand trust" refers to a customer's belief in whether online service providers can fulfil or exceed the service quality they pay to obtain (Azhar et al, 2023). Understanding how consumers behave when they purchase online depends on whether they trust that brand.…”

“…However, several studies have explored the impact of brand trust and image on consumer behaviour within the service sector (Lien et al, 2015;Aghekyan-Simonian et al, 2012) In the online travel sector, branding significantly shapes consumer thought processes over a product or service (Denga et al, 2023). A compelling brand image helps foster consumer trust (Azhar et al, 2023) and satisfaction and, finally, encourages repeat purchase behaviour (Arif, 2019). Consistent branding among all booking platforms helps to build confidence and assurance in consumers, ultimately enhancing their experiences (Lemon & Verhoef, 2016) Enhancing Brand Reliance: Unraveling the Impact of Brand Image and Trust on Online Repurchases in the Tourism Sector.…”