Unlocking the customer engagement-brand loyalty relationship in tourism social media: The roles of brand attachment and customer trust

Li, Ming-Way; Teng, Hsiu-Yu; Chen, Chien‐Yu

doi:10.1016/j.jhtm.2020.06.015

Cited by 226 publications

(261 citation statements)

References 69 publications

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“…As a customer-related tool, social media can remotely enable customers to connect with the firm to exchange information and obtain feedback that will improve the firm in terms of goods and services on offer (Harrigan, Miles, Fang, & Roy, 2020;Wang, Zhang, Tse, & Chan, 2020). This helps foster customer relations, improving customer equity (Carr, Drennan, & Andrews, 2016), customer trust, and brand attachment (Kim, Kim, & Hwang, 2020;Li, Teng, & Chen, 2020). While this narrative may be correct, employing social media and not being agile in customer feedback may not guarantee the positive ripple effect as identified earlier.…”

Section: Social Media Agility and Firm Survivalmentioning

confidence: 99%

Adaptive Capability, Social Media Agility, Ambidextrous Marketing Capability, and Business Survival: A Mediation Analysis

2021

Marketing and Branding Research

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This study assessed the effect of adaptive capability and social media agility on survival firms in multiple industries in five countries. Furthermore, it established the mediating effect of ambidextrous marketing capability on the interaction between adaptive capability, social media agility, and firm survival, and examined the interaction between social media agility and adaptive capability. The study adopted a survey design and a sample of 416 firms in Nigeria, Canada, the United States, Australia, and the United Kingdom, and conducted the regression analysis to test the hypotheses formulated therein. The results showed that adaptive capability and social media agility had a positive and significant effect on business survival. Further analysis showed that when ambidextrous marketing capability was incorporated into the two models respectively and forming multiple regression analysis, the coefficient of ambidextrous marketing capability had a significant effect on business survival; however, the coefficient of adaptive capability and social media agility became insignificant suggesting that a full mediation effect was established. Lastly, social media agility had a positive and significant effect on the firm's adaptive capability. The findings suggest that adaptive capability and social media agility enhance firm survival through the mechanism of ambidextrous marketing capability. The study recommends that firms strengthen their adaptive capability infrastructure; develop a robust, agile social media interface, and commit resources to enhance connectivity with the market, supplier, and customers (outside-in). Likewise, enhance internal organizational knowledge, skill, and ability (inside-out) to offer incremental and radical products to address changing market demand.

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Section: Social Media Agility and Firm Survivalmentioning

confidence: 99%

Adaptive Capability, Social Media Agility, Ambidextrous Marketing Capability, and Business Survival: A Mediation Analysis

2021

Marketing and Branding Research

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“…Accordingly, customers are willing to pay more for a hotel booking based on the hotel star rating and former customers' score (Ogut & Tas, 2012) (Ogut & Tas, 2012). Customer engagement was analyzed through data from 298 Taiwanese respondents as the main determinant of brand loyalty in the tourism social media context (M. Li et al, 2020) (M. Li et al, 2020). It is likely to suggest the higher customer engagement in the tourism industry, the bigger ability to maintain sustainable tourism.…”

Section: Brand Loyaltymentioning

confidence: 99%

Guest Online Review: An Extraordinary Focus on Hotel Users’ Satisfaction, Engagement, and Loyalty

Thi

Hung

Tučková

et al. 2021

Journal of Quality Assurance in Hospitality & Tourism

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The article aims to heighten the impact of guest online reviews on the hotel industry. Its objective is to increase the volume of users on the degree of satisfaction for effective engagement and loyalty in the luxury hotel context. Based on a keyworddriven search, the study has examined the factors influencing the guest online reviews: guest feedback, hotel management response, and customer decision-making process. They, in turn, impact the levels of customer satisfaction and engagement in the hotel and tourism industry in Vietnam. The practical problem takes place when there is a decline in the number of customers. Particularly hotel management is involved in facing negative comments in the online market. The quantitative method tested the validity of the measurements of the questionnaire and the correlation of the constructs through SPSS tools. Three hundred and eighty-four respondents participated in the survey, who are associating with the hotel and tourism profession. The results show that the customer's decisionmaking process holds the most significant impact in guest reviews' online activity toward the hoteliers' service quality to create positive customer satisfaction in handling online communication. The study's implications are to foster luxury hotel management and sustainable tourism by adopting guest online reviews in developed and developing countries. Its limitation and further study are also discussed to an overall understanding of existing and future research.

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“…Empirical endeavours to explore the influence of SNS engagement on customer loyalty generation for chain hotel brands are also scarce. In addition, it is indisputable that variables such as brand attitude, awareness, trust, and attachment are vital dimensions in the formation of brand loyalty [9][10][11][12][13][14]. However, there have been no empirical studies that link SNS engagement to these crucial constructs leading to brand loyalty.…”

Section: Need For Researchmentioning

confidence: 99%

“…Increasing patrons' trust in a brand is irrefutably a crucial issue in many business sectors, as trust helps patrons feel confident in the brand, which induces their positive purchase decisions regarding the brand [9,13,29]. Brand trust refers to individuals' readiness to rely on the capability of a particular brand to meet its stated function [30].…”

Section: Brand Trustmentioning

confidence: 99%

“…Due to these characteristics of global social interconnections [5], SNSs are becoming a core marketing/promotion tool in the hospitality and tourism industry [4,7,8]. Through customers' SNS engagement, emotional attachment and trust are believed to be formed, which positively affect brand loyalty [9]. Especially in the contemporary context of the COVID-19 pandemic in which travellers' approach behaviours and loyalty to a company/place have vacillated, SNSs and their functions are more crucial than ever.…”

Section: Introductionmentioning

confidence: 99%

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Social Networking Service as a Marketing Technology Tool and Sustainable Business in the Lodging Industry: Investigating the Difference across Older and Younger Age Groups among Tourists

et al. 2021

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Despite the importance of social networking services (SNSs), their engagement and their role as a critical marketing technology tool in explaining travellers’ approach behaviours are not well known. The present study investigated the influence of SNS engagement on traveller loyalty generation for a chain hotel brand and the health of this business by considering the roles of brand attitude, awareness, trust, and attachment and the impact of age. Fostering customers’ SNS engagement in the hospitality industry will be a vital constituent of hotels’ sustainable business. A quantitative process was used to meet the research objectives. The proposed research framework encompassing these variables was successfully developed. The framework’s efficiency in predicting brand loyalty was also demonstrated. Our results showed that SNS engagement considerably enhances loyalty and other study constructs. Attachment had a salient role in boosting loyalty. In addition, age had a moderating influence. The study constructs maximized the influence of SNS engagement on loyalty as mediators. Overall, our results considerably increase our understanding regarding the role of SNS engagement in the formation of traveller loyalty to chain hotel brands and the sustainability of such businesses.

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Unlocking the customer engagement-brand loyalty relationship in tourism social media: The roles of brand attachment and customer trust

Cited by 226 publications

References 69 publications

Adaptive Capability, Social Media Agility, Ambidextrous Marketing Capability, and Business Survival: A Mediation Analysis

Adaptive Capability, Social Media Agility, Ambidextrous Marketing Capability, and Business Survival: A Mediation Analysis

Guest Online Review: An Extraordinary Focus on Hotel Users’ Satisfaction, Engagement, and Loyalty

Social Networking Service as a Marketing Technology Tool and Sustainable Business in the Lodging Industry: Investigating the Difference across Older and Younger Age Groups among Tourists

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