Chaiyasoonthorn, Wornchanok

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Chaiyasoonthorn, Wornchanok
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Chaiyasoonthorn, Womchanok
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Email
wornchanok.ch@kmitl.ac.th

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    Item type:Publication,
    Exploring the effect of social media on revisit intentions
    (2024-01-01)
    Ahmad, Sheraz
    ;
    Chaveesuk, Singha
    ;
    Chaiyasoonthorn, Wornchanok
    ;
    Khan, Sulaiman
    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.