Exploring the effect of social media on revisit intentions

被引：0

作者：

Ahmad, Sheraz ^{[1
]}

Chaveesuk, Singha ^{[1
]}

Chaiyasoonthorn, Wornchanok ^{[1
]}

Khan, Sulaiman ^{[2
]}

机构：

[1] King Mongkuts Inst Technol Ladkrabang Bangkok, KMITL Business Sch, 1 Thanon Chalong Krung, Bangkok 10520, Thailand

[2] Shaheed Zulfikar Ali Bhutto Inst Sci & Technol, Management Sci, Islamabad Campus, Islamabad, Pakistan

来源：

ANATOLIA-INTERNATIONAL JOURNAL OF TOURISM AND HOSPITALITY RESEARCH | 2024年

关键词：

Social media; brand commitment; brand happiness; revisit intentions; protection motivation theory; BRAND COMMITMENT; TOURISM; SATISFACTION; IMPACT; TRUST; INVOLVEMENT; MOTIVATION; INDUSTRY; QUALITY; SCALE;

D O I：

10.1080/13032917.2024.2324914

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

After the emergence of COVID-19, the tourism industry changed drastically and experienced a considerable decline. Thus, this study explored the impact of social media during COVID-19 on revisit intentions with the mediating effect of brand commitment and brand happiness based on protection motivation theory (PMT). Survey-based quantitative data was gathered from the tourists, and data analysis was done on SPSS and AMOS. The results exhibit that social media during COVID-19 has a significant positive relationship with revisit intentions, brand commitment, and brand happiness. The study also showed that brand commitment and brand happiness have a significant positive relationship with revisit intentions. The study has also demonstrated a significant positive mediating effect of brand commitment and brand happiness between social media during COVID-19 and revisit intentions.

引用

页数：12

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