The Effect of Social Media Marketing on Tourist Loyalty: a Mediation - Moderation Analysis in the Tourism Sector under the Stimulus-Organism-Response Model

Abstract

This study investigates the impact of social media marketing (SMM) activities on destination loyalty, emphasizing the mediating roles of tourist satisfaction and engagement, and the moderating role of destination trust in an extended Stimulus-Organism-Response (S-O-R) model in the context of an emerging country (Vietnam). Data from 514 domestic tourists collected in Vietnam's coastal destinations were analyzed using partial least squares structural equation modeling (PLS-SEM). The results reveal significant direct effects of SMM on tourist satisfaction, engagement, and loyalty. Satisfaction and engagement mediate the relationship between SMM and loyalty, while destination trust strengthens these effects. This study offers significant theoretical contributions to the field of tourism marketing by extending the application of the S-O-R framework. It demonstrates how SMM influences destination loyalty not only through direct pathways but also through indirect mechanisms involving tourist satisfaction and tourist engagement. By examining these mediating and moderating roles, the study expands our understanding of how emotional and behavioral responses to SMM drive destination loyalty. The findings suggest that destination marketing organizations (DMOs) should develop SMM strategies that not only enhance engagement and satisfaction but also incorporate trust mechanisms to foster long-term loyalty, particularly in emerging tourism markets.