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    • Effect of social media marketing on online travel purchase behavior post-COVID-19: mediating role of brand trust and brand loyalty
    Authors: Mohd, Azhar; Rehan, Husain; Sheeba, Hamid;  Advisor: -;  Co-Author: - (2023)

    The present study intends to unleash the influence of social media marketing (SMM) on purchase intention (PI), brand trust (BT) and brand loyalty (BL) in the setting of online travel booking websites. It also analyses the mediating effect of BT and BL in the relationship between SMM and PI. This study also examines the importance of trust and loyalty in the suggested model, which adds to the current research in this area. A self-administered questionnaire was employed to collect the data from the users of online travel booking websites, and the study rested upon 397 valid responses. Data were analyzed using partial least squares structural equation modeling (PLS-SEM) through Smart PLS v.3.2.6. The findings reveal that SMM has a favorable and substantial impact on BT and BL, influenc...
    • Drivers of mobile commerce adoption intention by Saudi SMEs during the COVID-19 pandemic
    Authors: Thamir Hamad, Alaskar; Amin K., Alsadi;  Advisor: -;  Co-Author: - (2023)

    Grounded in the technology-organization-environment framework, this paper investigates critical drivers of mobile commerce (m-commerce) adoption intention by SMEs in Saudi Arabia, a developing country in transition, during the COVID-19 pandemic. A quantitative approach was adopted in this study for data collection and analysis. A proposed research model was tested and validated using PLS-SEM on data collected using a structured questionnaire from a sample of 171 Saudi SMEs located in the capital city of Riyadh. The findings reveal that top management support, environmental uncertainty and perceived benefits are the critical drivers of m-commerce adoption intention. However, perceived costs do not influence firms’ intentions to adopt m-commerce.