Narrative Transportation and Trust in Luxury Hotels SNS Marketing: The Moderating Role of Social Interaction

The purpose of this study is to examine the impact of narrative transportation and trust on behavioral intention related to the luxury hotel industry. Data analyses is based on responses from 268 Instagram users who answered an online survey. The conceptual model was evaluated on Smart PLS4 through the PLS-SEM approach. Results indicate the trust in SNS and narrative transportation have a positive influence on e-WOM intention as well as on visit intention. The impact of trust and narrative transportation on visit intention are mediated by e-WOM intention. Empirical evidence supports the moderating role of social interaction.