The DOI matches its Crossref record; 72 of the 72 references it cites were found in a registry or an index.
Unlocking the customer engagement-brand loyalty relationship in tourism social media: The roles of brand attachment and customer trust
Abstract
Abstract Customer engagement has been recognized an essential determinant of brand loyalty. However, the psychological mechanism of customer engagement has rarely received full examination, especially in the field of tourism social media. Thus, the present study fills this research gap by exploring how brand attachment and customer trust affect the customer engagement-brand loyalty relationship. Data from 298 Taiwanese respondents revealed that customer engagement had no influence on brand loyalty. Both brand attachment and customer trust fully mediated the influence of customer engagement on brand loyalty. Specifically, the customer engagement-brand attachment-brand loyalty relationship was closer than the customer engagement-customer trust-brand loyalty relationship was. To our knowledge, this study is the first to explore the associations among customer engagement, brand attachment, customer trust, and brand loyalty in the tourism social media context. The roles of brand attachment and customer trust cannot be ignored when enhancing brand loyalty through customer engagement.
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BackgroundConsumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation
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Cited by
Customer engagement and social media: Revisiting the past to inform the future
Lim, W. M., & Rasul, T. (2022) · Journal of Business Research · doi:10.1016/j.jbusres.2022.04.068 · Cited by 427
Rather, R. A. (2021) · Journal of Destination Marketing & Management · doi:10.1016/j.jdmm.2021.100564 · Cited by 303
Hassan, N., Abdelraouf, M., & El-Shihy, D. (2025) · Future Business Journal · doi:10.1186/s43093-025-00476-z · Cited by 96
Yu, J., Baah, N. G., Kim, S. (., Moon, H., Chua, B.-L., & Han, H. (2024) · International Journal of Contemporary Hospitality Management · doi:10.1108/ijchm-02-2023-0194 · Cited by 62
Metadata
- Authors
- Li, M.-W., Teng, H.-Y., & Chen, C.-Y.
- Venue
- Journal of Hospitality and Tourism Management
- Publisher
- Elsevier BV
- Published
- 2020-09
- Volume
- 44
- Pages
- 184-192
- ISSN
- 1447-6770 (ISSN-L)
- OpenAlex
- W3044973792
- Cited by
- 348
- References
- 72
- FWCI
- 61.48
- Type
- journal article
- Language
- en
- Open access
- closed
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- Li, M.-W., Teng, H.-Y., & Chen, C.-Y. (2020). Unlocking the customer engagement-brand loyalty relationship in tourism social media: The roles of brand attachment and customer trust. Journal of Hospitality and Tourism Management. https://doi.org/10.1016/j.jhtm.2020.06.015
Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
