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.