Safdar Khan, Asad Rehman, Omama Zaman

Unveiling the Dynamics: An Inclusive Study on How Social Media is Impacting Purchase Intentions in the Ever-Evolving Travel World

Introduction

Unveiling the dynamics: an inclusive study on how social media is impacting purchase intentions in the ever-evolving travel world. Explore how social media influences travel purchase intentions in India. This study integrates TAM with trust, tourist motivation, and e-WOM, offering new insights into the dynamic travel industry.

Abstract

This research explores the notable changes brought about by“social media on consumers' buying intentions in the travel sector. To achieve this, we utilized Davis's Technology Acceptance Model (TAM) from 1989, while introducing two additional factors: Trust and Tourists' Motivation, alongside Electronic Word-of-Mouth (E-WOM). The study employed a convenience sampling method and gathered data through an online survey instrument. Participants included Indian customers, and the collected data was analyzed using PLS 4.0 software. Results indicate that integrating TAM with elements of tourist motivation, trust, and E-WOM provides a robust framework for understanding how social media is shaping purchase intentions in the dynamic travel industry. The study highlights the necessity for further investigation into this topic, which will enhance our comprehension of the various factors influencing how social media impacts purchasing intentions in the continually evolving travel landscape. It is important to note that the research is focused solely on the Indian market. This research stands out by specifically examining the role of social media in influencing purchase intentions within the travel sector. Although social media has been extensively studied in other areas like fashion and hospitality, this study contributes a new perspective on its empathetic effects.

Review

This study, "Unveiling the Dynamics: An Inclusive Study on How Social Media is Impacting Purchase Intentions in the Ever-Evolving Travel World," addresses a highly relevant and timely topic concerning the influence of social media on consumer purchase intentions within the dynamic travel sector. The authors propose an interesting theoretical framework by extending Davis's foundational Technology Acceptance Model (TAM) from 1989. This extension incorporates crucial additional constructs such as Trust, Tourists' Motivation, and Electronic Word-of-Mouth (E-WOM), aiming to provide a more comprehensive understanding of the phenomenon. The research employs a quantitative approach, utilizing an online survey with a convenience sampling method targeting Indian customers, and analyzing the collected data with PLS 4.0 software. The methodological choice of integrating established and novel factors appears robust for the stated objective. The primary strength of this research lies in its integrated framework, which the authors claim offers a robust understanding of social media's impact on travel purchase intentions. The specific focus on the Indian market is a valuable delimitation, offering context-specific insights into a significant and growing consumer base often underrepresented in global studies. While the abstract asserts novelty by "specifically examining the role of social media in influencing purchase intentions within the travel sector" and its "empathetic effects"—suggesting a unique contribution beyond existing studies in fashion and hospitality—it would be beneficial for the full paper to elaborate on how "empathetic effects" are conceptualized and measured within their model. Furthermore, while the TAM model is foundational, a brief justification for its selection and continued relevance in today's rapidly evolving digital landscape would strengthen the methodological rationale, especially given the "ever-evolving" nature of the topic itself. The use of convenience sampling, while practical, is acknowledged by the authors as a limitation regarding generalizability beyond the Indian market. Overall, this study makes a meaningful contribution to the understanding of consumer behavior in the digital travel space, particularly through its extended TAM framework and specific focus on the Indian context. The findings, indicating the efficacy of this integrated model, lay important groundwork for both academic inquiry and practical application in the travel industry. The authors' call for further investigation is well-placed, and future research could potentially expand on these findings through cross-cultural comparisons, exploring the nuances across different social media platforms, or even employing longitudinal designs to capture the "ever-evolving" nature more deeply. Given its timely subject matter, innovative theoretical extension, and clear empirical focus, this research represents a valuable addition to the existing literature.

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