Driving consumer engagement on hospitality brands’ Facebook pages

ABSTRACT

In today’s marketing environment, engaging consumers through Facebook pages has become a crucial task for hospitality and tourism marketers. Building upon the Uses and Gratifications framework, this study explored various consumer engagement behaviour on hospitality brands’ Facebook pages and examined consumers’ motivations associated with their engagement behaviour. The study identified seven motivation factors: information, social integration, personal identity, brand interaction, entertainment, empowerment and remuneration. The results of multiple regression showed that brand interaction and information had the strongest impacts on consumer engagement, whereas personal identity and remuneration were not significantly associated with any type of the engagement behaviour. The findings of the study offer valuable insights on developing effective social media engagement strategies.

KEYWORDS:

• Uses and gratifications theory
• user motivations
• consumer engagement
• hospitality branding
• social media

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Xu Li

Xu Li, Ph.D., is an assistant professor in the School of Health and Consumer Sciences, the South Dakota State University. Her research focuses on hospitality marketing, destination marketing and management, and consumer behavior in the hospitality and tourism industry.

Kunsoon Park

Kunsoon Park, Ph.D., is an associate professor of Hospitality, Tourism, and Event Management in the School of Health and Consumer Sciences at the South Dakota State University. His research interest area is hotel and restaurant management and consumer behavior in the hospitality industry.