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Brands leverage social networking sites (SNSs) to promote themselves to their customers. This study aims to understand the various parameters that make customers filter, process, and disseminate tourism and hospitality-related messages on these sites. We study various antecedents to passive and active engagement. Past studies have relied on secondary data to study SNSs engagement. We adopted an experimental approach to impose the real-time conditions of information overload and manipulate various post parameters to study customer engagement behaviour on SNSs. We conducted two factorial design experiments garnering over 6000 data points. Our results pointed towards a staggered information processing model, with the first step driven by peripheral route cues leading to attention, with the second step being active engagement. Our study has direct implications for marketing managers in the hospitality and tourism industry as it highlights the levers essential to succeed on SNSs.

Customer engagement on social networking sites: an experimental analysis in the tourism and hospitality sector