عنوان انگلیسی مقاله:

 Customer engagement with tourism social media brands

ترجمه عنوان مقاله: تعامل مشتری با برند رسانه های اجتماعی گردشگری

رشته: بازاریابی، گردشگری

سال انتشار: 2017

تعداد صفحات مقاله انگلیسی: 8 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

Abstract  Customer engagement with tourism social media brands

In tourism, customer engagement has been found to boost loyalty, trust and brand evaluations. Customer engagement is facilitated by social media, but neither of these phenomena is well-researched in tourism. This research contributes in two ways. First, we validate the Customer Engagement with Tourism Brands (CETB) 25-item scale proposed by So, King & Sparks (2014) in a social media context, and offer an alternative three-factor 11-item version of the scale. Second, we replicate their proposed structural model, and test our alternative model, to predict the behavioural intention of loyalty from engagement, and to test customer involvement as an antecedent to engagement. Ultimately, we propose a customer engagement scale and a nomological framework for customer engagement, both of which can be applied in both tourism and non-tourism contexts. Managers of tourism brands on social to better assess the nature of customer engagement with the parsimonious 11-item scale.

Keywords: Customer engagement, Social media, Tourism, Brand loyalty, Customer engagement scale

مقدمه مقاله

Customer engagement has gained much attention in the recent literature. This is due to engagement being linked with numerous important brand performance indicators including sales growth, customer involvement in product development, customer feedback, and referrals (Bijmolt et al., 2010; Bowden, 2009; Kumar et al., 2010; Nambisan & Baron, 2007; Sawhney, Verona, & Prandelli, 2005; Van Doorn et al., 2010). Not surprisingly, much of this brand engagement occurs online through social media (Malthouse&Hofacker, 2010). Customers engaged with brand communities online feel more connected to their brands, trust their preferred brands more, are more committed to their chosen brands, have higher brand satisfaction, and are more brand loyal (Brodie, Ilic,Juric,&Hollebeek, 2013; Jahn&Kunz, 2012). In the tourism context, customer engagement has been found to boost loyalty, trust and brand evaluations (So, King & Sparks, 2014).

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