Factors influencing customer engagement with branded content in the social network sites of integrated resorts

Soey Sut Ieng Lei, Stephen Albert Pratt, Dan Wang

Research output: Journal article publicationJournal articleAcademic researchpeer-review

27 Citations (Scopus)

Abstract

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.
Original languageEnglish
Pages (from-to)316-328
Number of pages13
JournalAsia Pacific Journal of Tourism Research
Volume22
Issue number3
DOIs
Publication statusPublished - 4 Mar 2017

Keywords

  • integrated resort
  • Online content marketing
  • online customer engagement
  • social network sites

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Tourism, Leisure and Hospitality Management

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