Consumer online engagement has seen a sight of emerging attention by marketing literature, but how consumer involvement, with its dimensions (importance, pleasure, sign, risk consequence, and risk probability), is linked with consumer online engagement still requires additional empirical analysis especially in the context of airline and hospitality services. The purpose of this study is to examine the relationship between consumer involvement and its dimensions and consumer online engagement. The data are collected from the social media website and analyzed by using structural equation modelling through SPSS and Smart PLS 3.0 software. The findings imply that sign value was the major determinant of consumer online engagement. This indicates that marketers should acknowledge the importance of company's symbolic value and design a suitable symbolic value to be parallel with the targeted consumers' social status and personal images to increase consumer online engagement. Through examining the relationship among different variables, marketers could develop effective strategies to gain competitive advantages. The originality of this study lies within the research gap of the past researches on the antecedent of consumer online engagement. The antecedent considered is consumer involvement, suggested by previous researches.

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Online purchasing has been embraced by customers due to its convenience and the raising issues of the Covid-19 pandemic. This research examines the factors influencing customers' online purchase intention during the pandemic. Although a lot of research has been conducted regarding online purchasing, the factors influencing online purchase intention during the Covid-19 pandemic remain limited. Thus, this research incorporates the Theory of Acceptance Model and customer's trust to determine the factors influencing customer purchase intention. The data were collected from 398 customers who purchased products through online platforms during the Covid-19 pandemic. The analysis of the results showed that various factors including "convenience", "security", "perceived ease of use", "perceived usefulness", and "trust" significantly influence customer online purchase intention during the Covid 19 pandemic. The findings of this study could provide practical implications to deploy effective online marketing strategies.

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