THE EFFECT OF CUSTOMER ENGAGEMENT IN SOCIAL MEDIA ON BRAND EXPERIENCE AND SATISFACTION: EVIDENCE FROM DOMESTIC TOURISTS OF THE HOSPITALITY INDUSTRY IN VIETNAM

  • Phuong Tran Thi Kim
  • Duyen Le Binh Ky
  • Thanh Doan Thi Hoai
  • Vien Nguyen Ky
  • Quan Lam Minh
Keywords: customer engagement in social media, brand experience., customer satisfaction., FacebooK, hospitality industry, Vietnam

Abstract

This study examines: (1) the impact of antecedents on customer engagement in social media; (2) the impact of customer engagement on brand experience and customer satisfaction; (3) the effect of gender on the relationships between antecedents and customer engagement in social media in the hospitality industry, Vietnam. An online survey is conducted to collect data from domestic tourists who used the service at accommodation establishments in Vietnam and have searched, interacted with, or exchanged about the brand on Facebook. A return of 379 questionnaires is valid. CB-SEM was used to test hypotheses. The results showed the empirical validation and reliability of the conceptual model that supports the research hypotheses. Finally, specific theoretical and managerial implications are discussed.

điểm /   đánh giá
Published
2023-05-04
Section
UED Journal of Social Sciences, Humanities and Education