The integrated resorts rely on social network sites (SNSs) for content marketing, while one of the main purposes of content marketing is customer engagement that will leverage the impact of branded content. This study investigates the factors influencing customer engagement with brand posts of integrated resorts on the SNSs. The findings highlight the important influence of both media-type and content-type factors on the level of customer engagement in SNSs of integrated resorts. This study provides practical implications for integrated resorts to develop SNS online content marketing strategy.
- integrated resort
- Online content marketing
- online customer engagement
- social network sites
ASJC Scopus subject areas
- Geography, Planning and Development
- Tourism, Leisure and Hospitality Management