The Influence of Social Media Engagement and Customer Satisfaction on Booking Intention in Five-Star Hotels in Jordan: The Mediating Role of Information Trust

This study investigates the influence of social media engagement and customer satisfaction on booking intention in the context of five-star hotels in Jordan, with a particular focus on the mediating role of information trust.Drawing on the Theory of Planned Behavior (TPB), the study conceptualizes social media engagement and satisfaction as key antecedents shaping customer attitudes and behavioral intentions, while information trust functions as a psychological mechanism that reinforces these effects.A quantitative research design was employed, and data will be collected through a structured questionnaire from a sample of 300 individuals who had previously booked or stayed in five-star hotels in Jordan.Using Structural Equation Modeling (SEM) via Smart-PLS, the study tested both direct and mediating relationships.The results will be expected to reveal that social media engagement and customer satisfaction significantly predict booking intention, and that information trust plays a mediating role in strengthening these associations.The study contributes to the literature by extending TPB in a digital hospitality context and provides practical insights for hotel managers seeking to enhance customer engagement, trust, and conversion through targeted social media strategies and service excellence.