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

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Social media significantly influences consumer purchase intentions in the travel sector, indicating a dynamic relationship.
Results reveal a robust framework integrating elements of TAM with trust, motivation, and E-WOM.
Analysis utilized a convenience sampling method through an online survey among Indian customers, using PLS 4.0 software.
Further investigation is necessary to understand the various factors that shape social media's impact on purchasing intentions.

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This study explores social media's influence on purchase intentions in the travel sector, suggesting new frameworks using TAM, trust, and E-WOM.

Khan et al. (2025) studied this question.

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This study explores social media's influence on purchase intentions in the travel sector, suggesting new frameworks using TAM, trust, and E-WOM.