The effect of social media communications on travellers’ brand switching intention: an Ecotel's perspective

The modern generation is almost addicted to social media. Businesses including Ecotel aim to harness this medium to promote green practices and gain travellers' patronage. However, limited studies have focused on the role of social media communications in inspiring travellers to choose an Ecotel thus far. To address this gap in the extant literature, we examine the effect of social media communications on travellers' perceived value and online community engagement, resulting in the travellers' brand switching intentions. We also examine the mediating role played by perceived value and online community engagement. The results disclose the increasing role of social media communications, online community engagement, and perceived value in shaping travellers' green choices.