Issue

Vol. 12 No. 1 (2022): UED Journal of Social Sciences, Humanities and Education

Date Log

Submitted
Jul 31, 2022
Accepted
Aug 20, 2022
Published
Sep 2, 2022

THE EFFECT OF CUSTOMER ENGAGEMENT IN SOCIAL MEDIA ON BRAND EXPERIENCE AND SATISFACTION: EVIDENCE FROM DOMESTIC TOURISTS OF THE HOSPITALITY INDUSTRY IN VIETNAM

https://doi.org/10.47393/jshe.v12i1.1089
Tran Thi Kim Phuong
phuong.ttk@due.udn.vn
The University of Danang, University of Economics
Le Binh Ky Duyen
University of Economics, The University of Danang
Doan Thi Hoai Thanh
University of Economics, The University of Danang
Nguyen Ky Vien
University of Economics, The University of Danang
Lam Minh Quan
University of Economics, The University of Danang

Corresponding Author(s) : Tran Thi Kim Phuong

phuong.ttk@due.udn.vn

UED Journal of Social Sciences, Humanities and Education, Vol. 12 No. 1 (2022): UED Journal of Social Sciences, Humanities and Education

Abstract

This study examines: (1) the impact of antecedents on customer engagement in social media; (2) the impact of customer engagement on brand experience and customer satisfaction; (3) the effect of gender on the relationships between antecedents and customer engagement in social media in the hospitality industry, Vietnam. An online survey is conducted to collect data from domestic tourists who used the service at accommodation establishments in Vietnam and have searched, interacted with, or exchanged about the brand on Facebook. A return of 379 questionnaires is valid. CB-SEM was used to test hypotheses. The results showed the empirical validation and reliability of the conceptual model that supports the research hypotheses. Finally, specific theoretical and managerial implications are discussed.

Keywords

Customer engagement in social media; brand experience; customer satisfaction; gender; hospitality industry, Vietnam
Tran Thi Kim Phuong, Le Binh Ky Duyen, Doan Thi Hoai Thanh, Nguyen Ky Vien, & Lam Minh Quan. (2022). THE EFFECT OF CUSTOMER ENGAGEMENT IN SOCIAL MEDIA ON BRAND EXPERIENCE AND SATISFACTION: EVIDENCE FROM DOMESTIC TOURISTS OF THE HOSPITALITY INDUSTRY IN VIETNAM. UED Journal of Social Sciences, Humanities and Education, 12(1), 21-35. https://doi.org/10.47393/jshe.v12i1.1089
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Author Biographies

Tran Thi Kim Phuong, The University of Danang, University of Economics

Tran Thi Kim Phuong obtained her master’s degree in Global Business Management from Southern Taiwan University of Science and Technology, Taiwan. She is currently a lecturer in the Faculty of Tourism, University of Economics, The University of Danang. She is also a PhD candidate at University of Economics, Ho Chi Minh City, Vietnam. Her research is centered on consumer behavior, service marketing, brand equity, destination marketing and more. Her research has been published in Tourism Review, Travel Behaviour and Society, Journal of Vacation Marketing, Journal of Product & Brand Management, and Transportation Research Part A: Policy and Practice, among others.

Le Binh Ky Duyen, University of Economics, The University of Danang

Le Binh Ky Duyen graduated from University of Economics, The University of Danang, with a bachelor's degree in Tourism Management. Her research focuses on destination management, consumer psychology and social marketing.

Doan Thi Hoai Thanh, University of Economics, The University of Danang

Doan Thi Hoai Thanh obtained her master’s degree in Economic Policy from Siegen University, Germany. She is currently a lecturer in the Faculty of Tourism, University of Economics, The University of Danang. Her research is centered on tourist behavior, destination marketing, destination branding and more. Her research has been published in Journal of Vacation Marketing, Australian Journal of Basic and Applied Sciences.

Nguyen Ky Vien, University of Economics, The University of Danang

Nguyen Ky Vien earned his master’s degree in Global Business Management from Southern Taiwan University of Science and Technology, Taiwan. He is currently a Lecturer in the Faculty of Tourism, University of Economics, The University of Danang. He has been lecturing and doing research in tourism industry for more than six years. His research interests focus on tourist behavior, destination brand image, community – based tourism, etc. His research has been published in Journal of Product & Brand Management.

Lam Minh Quan, University of Economics, The University of Danang

Lam Minh Quan obtained his master’s degree in Retail Management and Marketing from Bournemouth University, United Kingdom. He is currently a lecturer in the Faculty of Tourism, University of Economics, The University of Danang. His research is centered on service marketing, tourist behavior and more.

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