Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Investigating the Role of Participation and Customer-Engagement With Tourism Brands (CETB) on Social Media

Author(s): Nagaraj Samala, Sapna Singh, Rhulia Nukhu, Mansi Khetarpal

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 firms/brands. 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.