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"online engagement"
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The landscape of customer engagement in hospitality and tourism: a systematic review
Purpose
This paper aims to deliver a systematic review of customer engagement in hospitality and tourism by synthesising existing literature, thus presenting a state-of-art landscape of customer engagement research.
Design/methodology/approach
A total of 173 peer-reviewed articles were collected from seven databases, spanning from 2007 to 2020. A systematic review was conducted by analysing, categorizing and synthesising existing studies to examine the evolution, conceptual nature, typology and measurement of the existing literature on customer engagement in hospitality and tourism.
Findings
This study provides an overview of the temporal, spatial, sectoral and journal-wise distribution of customer engagement in hospitality and tourism. A comprehensive definition of customer engagement is proposed based on five fundamental propositions. Scrutiny of customer engagement studies in hospitality and tourism presents four sub-forms, including online customer engagement, tourist engagement, customer brand engagement and customer engagement behaviour. Additionally, the research methods, dimensionality and measurement scales of customer engagement are systematically reviewed.
Originality/value
This study is the first systematic review of customer engagement research in the field of hospitality and tourism. The original definition leads to an improved understanding of customer engagement. This study is also the first to propose a clear typology of customer engagement to enhance consistency in usage.
Journal Article
Consumer Engagement with Brand Posts on Social Media in Consecutive Stages of the Customer Journey
Brands use social media to engage consumers in all stages of the customer journey. Prior work on consumer engagement with brand-generated content on social networking sites has not taken into account the different needs and gratifications sought by consumers during consecutive stages of customer journeys over time. We propose that what drives consumer engagement with brand posts on social networking sites is contingent on the stage of the customer journey. We test our hypotheses by analyzing over 24,000 brand posts by event organizers on Facebook. Adopting a multilevel approach, we find that informative posts generate more Likes, shares, and comments in the preconsumption stage, whereas entertaining posts generate more consumer engagement in the postconsumption stage. A higher degree of activation in brand posts is associated with higher engagement in the pre- and postconsumption stage but not in the consumption stage. Finally, we find support for an optimal level of vividness during all stages of the customer journey. These findings suggest that brands can benefit from adapting their content on social networking sites to the stage of the customer journey over time. On a theoretical level, this study deepens the understanding of how brands' activities on social networking sites drive consumer engagement throughout the customer journey and offers an empirical link between the domains of customer journeys and consumer engagement.
Journal Article
Digital Mourning and Civic Engagement: Emotional Dynamics on China's Virtual Wailing Wall
Social media has transformed political dialogue and civic participation, even under censorship. In China, the “Virtual Wailing Wall” for Dr. Li Wenliang emerged as a site of grief and dissent, illustrating how online spaces can sustain public discourse during crises. This study analyses 213,435 Weibo posts from October 2022 to September 2023 to trace how engagement with the memorial evolved over time. Combining topic modelling, sentiment analysis, time series analysis, and multivariate analysis of variance tests, the research identifies a shift from epidemic-related discussions towards expressions of gratitude, mourning, and remembrance, underscoring the role of digital platforms in providing emotional support. Regional variations reveal that socioeconomic conditions shaped patterns of participation, with more developed regions showing higher engagement. The findings highlight social media's dual role as an arena for collective mourning and civic communication, emphasising its potential to foster community resilience and inform strategic approaches to public discourse during future crises.
Journal Article
Investigating the Effects of Chinese University Students’ Online Engagement on Their EFL Learning Outcomes
Engagement plays an important role in students’ success in learning. While learner engagement has been widely examined, the degree to which learners engage in online learning and the relationship between online engagement and learning outcomes, particularly in the domain of second/foreign (L2) language learning, still remain under-explored. To bridge the gap, this study examined college L2 English learners’ profiles of online engagement and their learning outcomes. A total of 85 first-year college students participated in this study. The results showed that college students’ online L2 English learning engagement is multidimensional, including behaviroral, cognitive, affective, and social facets. Additionally, students’ actual behavioral (e.g., task engagement time and task completion rate) and self-perceived online engagement (e.g., behavioral, cognitive, and affective online engagement) are significantly correlated. Nonetheless, among the two levels of online engagement measures, only task score in the actual behavioural engagement is a positive predictor of students’ learning outcomes. The study concludes with practical implications for online teaching.
Journal Article
The Importance of Whanaungatanga
Dr Ella Kahu - The Importance of Whanaungatanga: Building Relationships with First-Year Online Students (STARS Conference [online] 2021) 12.20 minutes. https://www.youtube.com/watch?v=5VPzQ-LSyWo&list=PLToovjcL4Qb13sA-otoKgRCujXgzFQnf1&index=9
Journal Article
Online learning in higher education: Examining the predictors of students’ online engagement
In this study, the effects of remote learning attitude, extrinsic and intrinsic goal orientation on the dimensions of online engagement were examined. 293 teacher candidates at a state university in Turkey participated in the research. PLS-SEM was used to analyze the data. In all models, relationships related to online collaboration with peers, online communication with instructor, participation in online classes, and completing assignments and tasks were confirmed. The relationships between the attitude towards attending online courses and the skills and emotional dimensions of engagement were confirmed. The relationships between intrinsic goal orientation (IGO) and skills and emotional dimensions of engagement are significant. Extrinsic goal orientation (EGO) is only related to the performance dimension of engagement.
Journal Article
How Does Online Engagement Drive Consumers' Webrooming Intention?: A Moderated-Mediation Approach
Based on the cognitive-motivational-relational (CMR) theory, this study empirically investigates the mechanisms through which consumers' online engagement impacts their channel switching intention. The present study examines the mediating effects of perceived value and the ways in which these mediating effects are moderated by online risk perception. Data were collected from 428 online Indian consumers using systematic random sampling. The results of the structural and process macro analyses indicated that consumer online engagement has a significant impact on consumer online search benefits which in turn leads to webrooming intention. Also, perceived value mediated the effects of online search benefits and offline purchase benefits on webrooming intention. The results advance the theory of CMR by explaining consumer channel switching behaviour and are expected to help multi-channel retailers to identify the key drivers that help engage consumers online.
Journal Article
Influence of Facebook brand-page posts on online engagement
Purpose
– The purpose of this paper is to examine how various characteristics of brand posts influence online engagement on Facebook brand pages.
Design/methodology/approach
– The data used for this study were obtained from the posts of ten popular official brand pages. For the selected period between March 1 and May 1, 2014, a total of 1,030 posts were obtained and manually processed on September 1, 2014. To assign post categories to the posts created by page administrators, the authors performed manual coding, following the coding development strategy.
Findings
– The results demonstrated that the media and content type of posts exert a significant effect on user online engagement. This study used liking, commenting and sharing behavior as a measure of users’ online engagement to specify the new phenomena.
Originality/value
– The findings are relevant for the theory of information dissemination and provide valuable and directly applicable implications for the social media marketing of companies.
Journal Article