OPJU Business Review

Research Articles

Vol. 2 No. 1 (2023): OPJU Business Review

Effects of Social Media on Consumer Buying Intention in Tourism

DOI:
https://doi.org/10.63825/opjubr.2023.2.1.837
Submitted
8 August 2025
Published
24 April 2023

Abstract

The purpose of this paper is to empirically examine the role of social media in the consumer decision-making process in the tourism industry. Qualitative research examines how the use of social media changes the experience. Today, outsiders in developed regions overwhelm customers' opinions about products and services, and as a result, influence conclusions in unrelated areas. Web-based social networks attract shoppers because advertisers have no control over the content, timing, or repetition of online discussions between shoppers. The results show that the use of social media influences consumer satisfaction during the information retrieval and alternative rating stages, and consumers go through the final purchase decision and post-purchase rating process in the tourism industry. Increasing attention to social media has shaped modern advertising and transformed the way businesses interact with tourists. When clients face any problem, they flip to social media and discover a solution. Social media is the maximum vital device in each field. Social media impacts patron behavior. There are many websites on social media inclusive of Facebook, Instagram, Messenger, YouTube so on. Via social media, we are able to proportion our minds and thoughts from one individual to another. In assessing the influences of social media on branding and advertising approaches, an exploration of the prevailing literature on social media use and logo notion can assist become aware of rising and successful techniques for enhancing client engagement via social media.

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