Exploring the effect of social media on revisit intentions

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dc.contributor.authorAhmad, Sheraz
dc.contributor.authorChaveesuk, Singha
dc.contributor.authorChaiyasoonthorn, Wornchanok
dc.contributor.authorKhan, Sulaiman
dc.date.accessioned2026-08-06T10:44:56Z
dc.date.available2026-08-06T10:44:56Z
dc.date.issued2024-01-01
dc.description.abstractAfter 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.
dc.identifier.citationAnatolia, 35(4), 817-828, 2024
dc.identifier.doi10.1080/13032917.2024.2324914
dc.identifier.issn13032917
dc.identifier.other2-s2.0-85187143075
dc.identifier.urihttps://dspace.kmitl.ac.th/handle/123456789/15326
dc.sourceAnatolia
dc.subjectbrand commitment
dc.subjectbrand happiness
dc.subjectprotection motivation theory
dc.subjectrevisit intentions
dc.subjectSocial media
dc.titleExploring the effect of social media on revisit intentions
dc.typeArticle

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