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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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Principais autores: Mohd Azhar, Rehan Husain, Sheeba Hamid, Mohd Nayyer Rahman
Format: Artigo
Sprog:Inglês
Udgivet: SpringerOpen 2023-03-01
Serier:Future Business Journal
Fag:
Social media marketing
Brand trust
Brand loyalty
Purchase intention
COVID-19
Online adgang:https://doi.org/10.1186/s43093-023-00192-6
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