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The growing popularity of social media (SM) is seen as an avenue for businesses to build relationships with customer. Tourism firms have increasingly adopted customer engagement (CE) strategies in SM to achieve superior firm performance. The investigations on CE in SM have been widely conducted, however little is known about its effect on tourism brand performance outcomes, particularly in Malaysia. This study aims to provide empirically tested nomological framework that places CE in social media as consequences of social interaction, surveillance and attraction, and as an antecedent of tourism brand image and brand loyalty. Data are collected through survey questionnaire from 350 airline and hotel customers who utilizes social media in Malaysia. Structural equation modeling is applied to analyse the data. Results shown that effective CE in social media enhances brand image and loyalty. Surveillance had the greatest positive influence on CE, followed by social interaction and attraction. The theoretical implications include both a conceptual foundation and empirical-based evaluation of CE through a gamified brand platform. From a pragmatic perspective, this research may aid practitioners in developing more effective CE strategies such as more attractive contents, continuous promotions or rewards, sharing valuable information, and intensity of interactivity to enhance brand performance.

Customer Engagement in Social Media and Tourism Brand Performance Implications