Purpose – This study examines the determinants of Intention to Book within social media environments by developing an integrated framework based on the Stimulus–Organism–Response (S–O–R) framework, supported by the Theory of Planned Behavior (TPB), the Technology Acceptance Model (TAM), and Relationship Marketing Theory. Specifically, the study investigates the effects of perceived usefulness, perceived ease of use, influencer credibility, and information quality on Intention to Book through trust, satisfaction, and attitude, while also assessing the moderating role of prior knowledge. Design/methodology/approach – A quantitative cross-sectional survey was conducted among social media users in Jordan who actively engage with tourism-related content and online hotel booking platforms. A total of 405 valid responses were collected and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings – The findings reveal that influencer credibility, information quality, and perceived ease of use significantly influence trust, satisfaction, and attitude. Influencer credibility emerged as the strongest predictor across the model. Furthermore, trust, satisfaction, and attitude significantly enhance Intention to Book and mediate the relationships between social media stimuli and booking intention. Although perceived usefulness positively affects trust, its influence on other endogenous constructs is limited. Prior knowledge demonstrates a significant direct effect on Intention to Book, while its moderating effects are not supported. Originality/value – This study provides a comprehensive explanation of booking intention formation in social media contexts and extends tourism marketing literature by offering empirical evidence from Jordan.
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