Assessing the impact of perceived social media usefulness on Indian millennials’ online booking decision

Amit Tariyal (), Swati Bisht (), Santanu Roy () and Gaurav Chopra ()
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Amit Tariyal: IMS Unison University
Swati Bisht: IMS Unison University
Santanu Roy: Adamas University
Gaurav Chopra: IMS Unison University

Journal of Marketing Analytics, 2024, vol. 12, issue 3, No 12, 639-655

Abstract: Abstract Social media have been developed as a vital source of information for millennials worldwide, including in India. The present study identifies the influence of the various social media traits on the perceived usefulness of social media by Indian millennials and its subsequent impact on their online accommodation booking decisions. A conceptual model based upon the Stimulus-Organism-Response model was proposed for the study that was empirically verified using sample data from 476 Indian millennial respondents with prior social media experience. The study reveals that Indian millennials consider the usefulness of social media as an essential factor in their online booking decision for hotel products and services. The usefulness of social media primarily depends upon various characteristics such as information quality, source credibility, visual presentation, perceived ease of use, perceived enjoyment, and perceived curiosity fulfilment. Further, the study results indicate that the relationships among these factors are moderated by gender. The present research work extends the extant literature by examining the influence of social media on the online booking decisions of Indian millennials. In addition, this study will give practical suggestions to marketers for addressing new markets through social media activities.

Keywords: Social media; Perceived usefulness; Millennials; Online hotel booking decision; Gender (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1057/s41270-023-00219-5

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