UNDERSTANDING HOW SOCIAL MEDIA INFORMATION INTENSITY DRIVES CHOICES IN TOURISM DESTINATIONS: AN EXPLORATORY STUDY

Electronic Word of Mouth (eWOM) has become a pivotal factor influencing consumers’ decisions, particularly in the context of hotel services. With the advent of social media, it provides individuals with powerful tools to share its experiences and opinions about hotels. In this digital age, customers increasingly rely on online reviews and recommendations from their peers when selecting accommodations. eWOM on social media platforms has a substantial impact on customers’ perceptions and decision-making processes. This study aims to better understand the influence of eWOM by social media platforms on purchase intention of hotel services. To understand the influence of eWOM, this study uses the information adoption model as the model has been widely used in previous eWOM studies. The information quantity construct has been added to strengthen the model. The online questionnaire was distributed to social media users by using Google forms via social media platforms and only 210 of them were responded. The SmartPLS 4.0 software is used to analyze the data as the Partial Least Square-Structural Equation Modelling (PLS-SEM) is a method to confirm the structural equation models and to test the link between inert developments. Based on results, the information quantity and information quality of hotel services on eWOM positively influences the information usefulness and the information usefulness of hotel services on eWOM positively influences the purchase intention. The results lead to increase sales of hotel services and contribute to economic growth.

Objectives – Our study aims to examine the influence of social media metavoicing affordances (liking, commenting, sharing) on user behavior of the instant sharing of fake news. It studies the role of social media engagement, fake news self-efficacy, and perceived autonomy in shaping user response with fake news on social media platform. Methodology – we have conducted cross-sectional survey among 341 social media users in Pakistan. The data was collected through a structured online questionnaire. We used Partial Least Squares Structural Equation Modeling (PLS-SEM) for testing the hypothesis. For data analysis we have used smartPLS 4.0. Results – The study validates that metavoicing positively influences both social media engagement and the instant sharing of fake news. Social media engagement mediates this relationship, while fake news self-efficacy reduces impulsive sharing behavior. Perceived autonomy strengthens the connection between metavoicing and engagement. However, self-efficacy did not mediate the relationship between metavoicing, and instant sharing. Implications – The findings of our study suggested that social media platforms may design features to promote critical thinking and verification before sharing. Enhancing users' fake news self-efficacy and perceived autonomy could mitigate the rapid spread of fake News. Media literacy programs altered to contexts like Pakistan are also crucial in reducing the impact of fake news. Novelty – This research introduces fake news self-efficacy and perceived autonomy into the SOR framework to explain fake news dissemination. It also provides a unique focus on Pakistan, contributing valuable insights into the role of social media affordances in a developing country context. Key words: Metavoicing, Fake news, Self-efficacy, Social media engagement and Instant sharing.

The purpose of this study was to investigate the effects of risk tolerance, financial well-being, financial literacy, overconfidence bias, herding behavior, and social interaction on stock market investment intention and stock market participation among working adults in Malaysia. Adopting the cross-sectional design, this study collected quantitative data from a total of 349 respondents in an online survey via Google form link across various social media platforms. This study used the partial least squares structural equation modeling (PLS-SEM) approach to test the hypotheses. This study revealed the significant positive effects of risk tolerance, herding behavior, and social interaction on stock market investment intention. Stock market investment intention also had a significant effect on stock market participation. Stock market investment intention was also found to successfully mediate the relationships of risk tolerance and overconfidence bias with stock market participation. When it comes to stock market investment, the government and related authorities should focus on developing programs and policies that provide a financial safety net for investors and promote investment-related social platforms. This study linked risk tolerance, financial well-being, financial literacy, overconfidence bias, herding behavior, social interaction, stock market investment intention, and stock market participation. This is one of the few early attempts to address issues in light of the stock market investment participation among the working adults in a developing country.

This study examines the influence of social media balance and family support on the balance of female workers in the Bekasi area. The population in this study involved women who work in various sectors and are active on social media. A total of 96 respondents were selected through random sampling method from various social media user community groups. Data was collected through questionnaires distributed online, relying on a Likert scale to assess respondents' perceptions. Analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the Smart PLS program. Results show that social media use balance and family support have a significant influence on female workers' work-life balance. The findings highlight the importance of effective time management on social media platforms and the role of family support as key factors in achieving balance between work demands and domestic responsibilities. This research provides important insights for companies, HR practitioners, and policy makers to develop initiatives and programs that support the well-being of female workers, especially in the context of increased pressure from social media and the need for ongoing family support

This study explores the tourist experiences within Kinabalu Park, Sabah, with a particular focus on Word-of-Mouth Intentions (WOM). By examining various dimensions of tourist memorable experiences, encompassing destination image, social media interactions, and satisfaction, it unravels the intricate dynamics that underpin WOM. Employing Partial Least Squares Structural Equation Modelling (PLS-SEM), the study elucidates the substantial influence of social media on destination image and WOM intentions. Furthermore, it identifies social media interactions as a moderator in the relationship between destination image and WOM, shedding light on the nuanced communication dynamics prevalent in the tourism landscape. This underscores the evolving role of social media in tourism communication, exerting a significant influence on perceptions and communication patterns among tourists. The findings of this study carry implications for both practical applications in tourism marketing and academic research. For practitioners, the insights gleaned from this research offer valuable guidance in leveraging social media platforms to cultivate positive destination images and foster word-of-mouth communication. By recognising the pivotal role of social media in shaping tourists' perceptions and communication behaviours, tourism marketers can develop targeted strategies to enhance destination image and stimulate positive word-of-mouth promotion. Moreover, the study provides empirical evidence supporting the effectiveness of social media interventions in influencing tourist behaviour, thus informing strategic decision-making processes within the tourism industry. From an academic perspective, this study contributes to the existing body of knowledge by providing empirical insights into the complex interplay between social media, destination image, and word-of-mouth intentions in the tourism context. By employing advanced statistical techniques such as PLS-SEM, the study offers a rigorous analysis of the underlying relationships, thereby enriching our understanding of tourist behaviour and communication dynamics within tourism destinations. Furthermore, the study contributes to advancing theoretical knowledge in the field of tourism communication, underscoring the evolving role of social media in shaping tourist behaviour and communication patterns.

This study examines at how Malaysian consumers' decisions to buy on social media platforms are influenced by brand perception and product quality. Understanding the factors influencing consumer purchasing decision is essential for businesses to stay competitive given Malaysia's tremendous growth in social media and e-commerce. This study uses a quantitative methodology, gathering data using an online survey that is structured. Malaysian customers who were 18 years of age or older and had made purchases from retail coffee businesses in the previous six months provided a total of 257 valid responses. To investigate the suggested hypotheses, data analysis was carried out using SPSS and SmartPLS software, utilising descriptive statistics and Partial Least Squares Structural Equation Modelling (PLS-SEM). Two main hypotheses were investigated in this study. The findings demonstrated that Malaysian consumers' purchasing decisions are not statistically impacted by brand image. This challenges conventional views that highlight brand image as a primary factor in consumer behaviour. On the other hand, the findings showed a strong positive relationship between product quality and purchase decision. Malaysian consumers place emphasis on product performance, dependability, and durability. This indicate that businesses need to put a high priority on product quality to attract and retain customers. Keywords: Brand Image, Product Quality, Purchase Decisions, Social Media Platforms, Malaysian Consumers.

In the past few years, there has been a significant focus on investigating the impact of social media engagement. Although previous studies recognize the importance of social media engagement, there is still a lack of in-depth analysis regarding the specific influences of likes, comments, and shares on consumer behaviour, especially concerning how these engagements affect different platforms. This study aims to examine the relationship between social media engagement metrics (likes, comments, and shares) and consumer purchase intention on two prominent platforms, Facebook and Instagram. By adopting a cross-sectional design, this study employed purposive sampling to gather data from Malaysian university students who have engaged in purchasing activities on social media platforms such as Facebook and Instagram. The analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) based on 265 completed responses, comprising 131 from Facebook users and 134 from Instagram users. The results reveal a significant positive relationship between likes and shares with consumer purchase intention on both Facebook and Instagram. However, comments were not found to be associated with consumer purchase intention on either platform. Furthermore, the study conducted a comparative analysis between Facebook and Instagram and found no significant differences in the relationships between engagement metrics and purchase intention. These findings have practical implications for marketers, emphasizing the importance of fostering engagement through likes and shares to drive consumer purchasing behaviour on social media platforms.

This study examines the impact of social media marketing activities (SMMA), brand equity, and brand awareness on consumers’ purchase intentions in Saudi Arabia’s rapidly expanding online shopping environment. In recent years, social media platforms have revolutionized the way businesses interact with consumers, making it essential to understand their influence on purchasing behavior. This research adopts a quantitative approach, collecting data from 203 respondents in the Eastern Province of Saudi Arabia through a structured questionnaire. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to evaluate the proposed relationships among the constructs. The findings demonstrate that social media marketing activities have a significant and positive impact on consumer purchase intentions. Similarly, brand equity and awareness have an essential influence on purchase intentions, suggesting that consumers are more likely to engage in purchasing behavior when they recognize and trust a brand. These results underscore the importance of cultivating a strong brand presence on social media platforms, as such strategies enhance brand perception and consumer loyalty. The study offers practical implications for marketers and brand managers aiming to optimize their digital marketing efforts within the Saudi market. By focusing on interactive, consistent, and value-driven content, brands can enhance consumer engagement, build more substantial equity, and increase the likelihood of purchase.

The wide adoption of social media platforms has altered how people communicate, obtain information, and participate in society. Regarding political participation, social media has emerged as a novel venue for people to voice their opinions, connect with others who share their viewpoints, and engage in activism. As a result, knowing the effect of social media on political participation is critical, particularly in developing nations like Jordan. This research investigates the moderating effect of certain factors on the impact of social media on political involvement among Jordanian youth. The Partial Least Squares Structural Equation Modelling (PLS-SEM) approach is used to analyze data from a survey of 334 young people. The findings show that social media has a favorable and considerable impact on political participation. Gender was also discovered to have a strong moderating effect on the relationship between social media use and political participation. According to the analysis, gender positively moderates the effect of the frequency of social media use on political participation, while gender negatively moderates the effect of the purpose of social media usage on political participation. The study sheds light on the significance of social media in young people’s political participation in Jordan, emphasizing the need of taking differences in gender into account when developing effective tactics to engage young people in the political processes.

Purpose: This study examines the influence of social media marketing, electronic word of mouth (e-WOM), service quality, and brand image on trust in international personal shopper services, commonly referred to in Indonesia as jastip (jasa titip).Method: This research employs a quantitative approach utilizing Partial Least Squares Structural Equation Modelling (PLS-SEM). The study collects data from 250 users of Jastip services through social media platforms such as Instagram, Shopee, and TikTok.Result: The findings reveal that all independent variables—social media marketing, e-WOM, service quality, and brand image—significantly affect consumer trust. Among these variables, e-WOM and brand image demonstrate the strongest influence. Additionally, social media marketing positively impacts brand image, service quality, and e-WOM.Practical Implications for Economic Growth and Development: This study highlights the crucial role of digital platforms in fostering trust and consumer engagement in international shopping services. By strengthening social media strategies, Jastip providers can enhance customer loyalty, thereby indirectly supporting cross-border commerce and contributing to the growth of the digital economy.Originality/Value: This study integrates four key variables into a comprehensive model to elucidate trust in personal shopper services. While previous studies often examine these variables in isolation, this research provides a holistic perspective on how digital marketing efforts and consumer perceptions collectively shape trust in consumer-to-consumer (C2C) business models.

Link of Video Abstract: https://youtu.be/iDWJ07s4En8 Background: The utilization of social media in digital marketing offers various benefits, notably improved accessibility and the ability to disseminate information widely among diverse populations. Notably, social media has emerged as the leading marketing strategy to generate interest among people visiting healthcare facilities in Timor Leste. This study examines the impact of Social Media Marketing Efforts (SMME) on visit intentions through Flodova Clinic's Facebook page in Timor Leste. The mediating factors of brand image and online trust are investigated while controlling for health threats and gender. Methods: The study collects data from visitors and Facebook followers of Flodova Clinic. A cross-sectional data collection was done through an online survey. The analysis includes 184 samples that meet the inclusion criteria, employing Partial Least Squares Structural Equation Modeling (PLS-SEM). Results: The findings demonstrate a significant influence of SMME on visit intentions, indicating its efficacy in attracting potential visitors. However, no direct or mediating effects are observed on brand image and online trust. The study identifies the most influential domains of SMME, with electronic word of mouth (EWOM) having the most substantial impact, followed by entertainment and interaction. Additionally, health threats and gender are found to affect visit intentions significantly. Health threats positively influence patients' intent to visit, while females show comparatively lower interest in visiting the Flodova clinic. Conclusions: These results have managerial implications for developing SMME strategies in marketing health clinics, mainly through social media platforms like Facebook. The study underscores the importance of leveraging electronic word of mouth, entertainment, and interactive elements to maximize the effectiveness of SMME strategies. Additionally, it emphasizes the need for tailored approaches considering health threats and gender differences to optimize visit intentions and enhance engagement.

The demand for eco-friendly cosmetics has increased significantly in the era of conscious consumerism and internet influence. This is because more people are becoming aware of health and environmental issues. This study examines the impact of Environmental Knowledge (EKW), Ecological Motivation (EMO), Health Consciousness (HCO), and Key Opinion Leader Effectiveness (KOE) on Brand Attitude (BAT) and Purchase Intention (PIT) regarding green cosmetic products advertised on social media platforms. The study employs the Theory of Planned Behavior (TPB) and Uses and Gratifications Theory (UGT) to investigate the impact of personal values and social media usage on sustainable consumer behavior. A cross-sectional online survey was conducted as a quantitative method. Data were gathered from 160 active social media users in Indonesia and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3. The findings demonstrate that EKW, HCO, and KOE significantly influence Brand Attitude, whereas EMO does not. Both BAT and KOE were good in predicting purchase intention. It is important to note that KOE had the largest direct and indirect effects, which demonstrates the significant influence influencers have on shaping people's choices for green cosmetics. The research combines UGT and TPB, providing an in-depth examination of the interplay between psychological factors and media gratifications in shaping brand perception and consumer intention. As a result, it adds to the body of theory. The results show that green cosmetic firms should collaborate with influencers who are approachable and trustworthy, and they should also create informative content to establish brand trust and encourage people to purchase green products.

Emerging economies are not excluded, where the emergence of e-commerce has now advanced towards a new branch of social commerce as a platform for business transactions as well as in attracting, creating, and maintaining customer relationships. E-commerce on social media platforms offers a practical means for businesses to connect with and sell to consumers. Major social networking sites have been actively developing their e-commerce features, allowing users to make purchases without leaving the site. Major social networking sites have been actively developing their e-commerce features, allowing users to make purchases without leaving the site. Social commerce has become popular due to its importance in e-commerce. The research in this area is still limited, especially on the factors that influence purchase intentions when using social commerce platforms. The purpose of this study is to examine the contribution and significance of affordance and trust theories among Malaysian users that underpin purchase intentions on social commerce platforms. This paper establishes a conceptual framework for consumers' purchase intentions based on the SOR model. Social media platforms can be used by businesses to interact with customers and increase sales once they recognize their potential. PLS-SEM (Partial Least Squares Structural Equation Modeling) will be used to examine the data.

This study examines the impact of Social Media Marketing (SMM) on Brand Loyalty, mediated by Brand Trust and Brand Equity, across two different social media platforms: TikTok (video-based) and Instagram (photo-based). A total of 450 respondents who had interacted with PT Bluebird's social media were surveyed using a structured questionnaire. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to analyze the relationships among variables. The findings indicate that SMM significantly influences Brand Trust and Brand Equity, which in turn positively affect Brand Loyalty. Mediation analysis reveals that both Brand Trust and Brand Equity partially mediate the relationship between SMM and Brand Loyalty, with Brand Trust playing a more dominant role. Furthermore, TikTok demonstrates stronger path coefficients compared to Instagram, suggesting that video-based content fosters greater emotional engagement and trust. The study contributes both theoretically and practically by highlighting the importance of emotionally resonant content and platform-specific strategies in fostering long-term consumer loyalty.

This study investigates the influence of music in social media marketing on consumer engagement metrics, focusing on selected provinces in Northern Vietnam. Utilizing a mixedmethod approach combining Partial Least Squares Structural Equation Modeling (PLS-SEM) and fuzzy-set Qualitative Comparative Analysis (fsQCA), the research examines how various musical elements impact engagement on social media platforms. Data collected from 460 participants through surveys and social media data extraction reveal that music presence, congruence, familiarity, and tempo significantly affect engagement metrics, including overall engagement, brand attitude, content sharing, and viewing duration. The study extends the Stimulus-Organism-Response model and Elaboration Likelihood Model to the context of music in social media marketing, offering novel insights into the complex interplay between auditory elements and consumer behavior in digital environments. The findings provide valuable theoretical contributions to the field of digital marketing and offer practical implications for social media marketers seeking to enhance consumer engagement through strategic use of music in content creation