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

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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Bibliographic Details
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:
Social media marketing
Brand trust
Brand loyalty
Purchase intention
COVID-19
Online Access:https://doi.org/10.1186/s43093-023-00192-6
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