Customer Engagement Behaviours Related to Social Media Advertising and Its Outcomes for Destination: Preliminary Testing of Scales
Tourism destination needs to build close relationships with tourists, attract and retain them for a long time, making them loyal tourists. In that context, customer engagement has emerged as a prominent construct in recent years, mainly due to its potential influences. Moreover, simultaneously much of the customer engagement is happening online through social media. Customer engagement in social media has surfaced as a more dynamic and interactive concept through which to understand customer engagement behaviour related to social media advertising. Thus, this study reviews the literature on social media, customer engagement in social media, CBE related to social media advertising as well as its outcome. Based on this analysis, this study proposes a conceptual model, in which the impact of dimensions of customer engagement behaviour on social community member relationship and brand relationships. Moreover, this study conducts to test scales preliminarily. Finally, some suggestions for future research are provided.