The challenge of branding in social commerce of the tourism industry: factors affecting the intention to follow a brand in social media

Jami Pour, Mona; Bagherzadeh, Zahra; Sharafi, Vahid

doi:10.22034/cbsj.2024.63523

The challenge of branding in social commerce of the tourism industry: factors affecting the intention to follow a brand in social media

Document Type : Original Article

Authors

¹ Department of Business, Hazrat-e Masoumeh University (HMU), Qom, Iran

² MA of E-business, Faculty of Management, Hazrate Masoumeh University, Qom, Iran

³ Assistant Professor, Business Department, Hazrat-e Ma’soumeh University (HMU), Qom, Iran

10.22034/cbsj.2024.63523

Abstract

Despite the trend of marketing researchers in the field of social media, the factors affecting the tendency of customers to follow the brand in social media have received less attention. Therefore, the main purpose of this research is to explore the factors affecting the intention of customers to follow the brand in social media. In order to achieve this, a quantitative approach and a descriptive-analytical method of correlation type have been used. For this purpose, at first, by studying the relevant literature and developing the conceptual model of the research, it was evaluated in the online tourism industry. The statistical population of the research is the customers who follow the brand of online tourism sites. The data collection tool was a questionnaire and the non-random sampling method was available and the statistical sample size was 310 people. Content validity and construct validity were used to check the validity of the questionnaires, and Cronbach's alpha coefficient was used to check the reliability of the questionnaires. The analysis of the collected questionnaires was done by "SPS" and "Visual PLS" software and structural equation modeling method. The results show that service quality, information quality and system quality have a positive and significant effect on perceived pleasure and perceived usefulness. Perceived pleasure and perceived usefulness have a positive and significant effect on social presence. Social presence has a positive and significant effect on the intention to follow the brand.

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