Abstract
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.
Original language | English |
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Pages (from-to) | 78-94 |
Journal | International Journal of Hospitality & Tourism Administration |
Volume | 19 |
Issue number | 1 |
DOIs | |
Publication status | Published - 2017 |
Keywords
- customer loyalty
- online engagement
- social media
- tourism
- Customer loyalty