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Annoyance happens to consumers when a company markets its products and services being too much intrusive through
overexposing of the advertisements or direct marketing contents (Hutter, Hautz, Dennhardt, & Füller, 2013). This kind of advertising or
social media contents makes consumers become annoyed or dislike the brand which makes the brand become less preferred by the audience
(Hutter, Hautz, Dennhardt, & Füller, 2013). In order to make sure that customers pleasured by a Facebook page contents, social media
markets should be more careful in choosing the right way to entertain the target audience to ensure a positive image.

2.4 BRAND AWARENESS

Brand awareness is “the ability of the potential buyer to recognize and recall that a brand is a member of a certain product category”
(Aaker, 1992). Marketers use social media to create and enhance brand awareness (Shojaee & Aman, 2013) also to create relationship with
consumers. Through improving the brand exposure in different media and platforms, this helps customers to recognize the brand in a
glance and have stronger brand presence (Dib & Alhaddad, 2015). Increasing brand awareness affects improves consumer recognition and
familiarity of the brand which eventually leave a good impression to the customers.

2.5 WORD-OF-MOUTH

Word-of-mouth (WOM) is recognized by marketers as a highly influencing form of spreading marketing information informally
(Kundu & Rajan, 2016) and considered as one of the traditional ways to transport info as it is person to person communication on brand,
product, or service information they received (Huete-Alcocer, 2016). In recent days where more ecommerce business is getting more
attention, through the development of technology, electronic word of mouth (eWOM) is formed. Word-of-mouth consists of messages that
is out of company controls and influence customers purchasing decision. eWOM is being used by customers online, sharing their opinions
on the products and services consumed through online tools especially intangible products due to consumption such as tourism (Huete-
Alcocer, 2016).

2.6 CUSTOMER PURCHASE INTENTION

Purchase intention is when a consumer is willing, consider and recommended to purchase a product and decide to purchase by
the means of scale or extent of possibility of shopping (Roozy, Arastoo, & Vazifehdust, 2014) a particular brand from a class of products
(Crosno, Freling & Skinner, 2009) at the same time refuses to change to other products (Yoo, Donthu and Lee, 2000). According to
Hrubes, Ajzen, Daigle (2001), attitudes, subjective norms and perceived control behavior are the elements to comprehend with a person’s
intention to involve directly or indirectly. Correspondingly, consumers will purchase a product again after they evaluate the product and
figured it is worth buying (Huang & Dang, 2014). According to Jaafar, Lalp, Naba (2012), purchase intention will be driven by consumer’s
intention yet they will be interrupted by internal impulse and external environment during purchasing process. In this research, traveler’s
visiting intention is equal to customer’s purchasing intention.

2.7 HYPOTHESIS DEVELOPMENT

2.7.1 BRAND PAGE COMMITMENT AND PURCHASING INTENTION

Lim, Ching, & Weaver (2012), discover that social media sites have a significant influence to consumer depending on the individual
had a positive or negative reaction to a company’s social networks site. For individuals with positive experience, they will be pleased
with the brand and on the contrary, when a consumer had negative site experience reported a negative reaction to the firm’s brand. A
customer’s brand page commitment or customer involvement with the brand page refers to their participation motivated by their needs,
values, or interests and brand familiarity (Huang, Chou, & Lin, 2010). Bosnjak et al. (2007) identified a significant indicator of online
purchase intention is affective involvement.

H 1: Brand page commitment will significantly affect traveler’s visiting intention.

2.7.2 ANNOYANCE AND PURCHASING INTENTION

Intrusiveness or annoyance of consumers associated with irritation perceptions when advertisements disturbed their goal-oriented
behaviors (Taylor, Lewin & Strutton, 2011). As an example, majority brand pages are not being used in a right way, where most of it is
used for advertising purposes on product information rather than engaging directly with their consumers (Shareef, Mukerji, Dwivedi,
Rana, Islam, 2019). Online platforms have possibilities of similar negative effects like traditional advertising due to intrusiveness
which reduce the advertising effectiveness and makes consumers annoyed with the brand (McCoy, Everard, Polak & Galletta 2007).
According to Zailskaite-Jakste, & Kuvykaitė (2013), a brand should have a positive communication with the consumer in social media
as a brand becomes dependent on consumer.

H 2: Annoyance will significantly affect traveler's visiting intention.

2.7.3 BRAND AWARENESS AND PURCHASE INTENTION

Edelman (2010) believes that the relationships created in a social environment is a contributing factor in the purchase decision.
When a product or service has an established brand, the probability of consumer purchasing intention will increase (Chi, Yeh, & Tsai,
2011). According to Shahid, Hussain & Zafar (2017), a customers’ decision making on a product is affected by brand awareness. When
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