Engagement-based loyalty : the effects of social media engagement on customer loyalty in the travel industry

M van Asperen, HPGM de Rooij, CHS Dijkmans

Research output: Contribution to journalArticleScientificpeer-review

7 Citations (Scopus)


In this article, we investigate the relation between customer loyalty and social media engagement. Two dimensions of customer loyalty are considered: affective and conative loyalty. We distinguish two forms of social media engagement: consuming of social media (passive engagement) and contribution to social media (active engagement). In a survey among 1,050 customers of a travel agency, the level of engagement of customers with the company’s social media activities is measured in relation to their degree of loyalty. Results show a partial positive relationship between social media engagement and customer loyalty: only consuming social media is directly related to affective loyalty.


  • customer loyalty
  • online engagement
  • social media
  • tourism
  • Customer loyalty

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