文章基本信息

标题：Investigating the Role of Participation and Customer-Engagement With Tourism Brands (CETB) on Social Media
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作者：Nagaraj Samala ; Sapna Singh ; Rhulia Nukhu 等
期刊名称：Academy of Marketing Studies Journal
印刷版ISSN：1095-6298
出版年度：2019
卷号：23
期号：1
页码：1-16
语种：English
出版社：The DreamCatchers Group, LLC
摘要：In the marketing context, Customer Engagement (CE) is found to enhance satisfaction, trust, and loyalty. Social media plays a vital role in engaging customers with firmsrands. Tourism brands are also actively engaging their customers on their social media; customers are also actively participating and engaging on social media to exhibit their intentions towards brands. These two-way actions between customers and tourism brands on social media need to be empirically examined. The main aim of this study is to empirically investigate the role of Customer Engagement with Tourism Brands (CETB) in improving the brand loyalty of the customers while they participate in social media to interact with their preferred tourism brands. The research followed a survey method with a sample size of 319. The respondents are the followers of top India travel & tourism brands on Facebook and Twitter. The study reveals the mediating role of CETB in enhancing the brand loyalty of customers.
关键词：Customer Engagement;Participation;Social Media;Tourism Brands;Mediation;Loyalty.