Purpose This study aims to serve as an important resource for customer engagement (CE)
researchers by presenting a comprehensive, up-to-date and objective assessment of the …

Owing to the unprecedented advancements in digital technologies adopted for use in
marketing tourism, their use in tourism is expected only to gain momentum. The purpose of …

This study aims to establish actionable guidelines and provide strategic insights as a means
of increasing the social media effectiveness of consumer brands. Post-related factors in …

The effectiveness of social media marketing is a topic of great interest for researchers as
well as marketers. To enrich the literature regarding the effectiveness of various types of …

While social media receive considerable scholarly attention, studies reveal mixed outcomes
in relation to its influence on tourists' destination choices. There is nonetheless a persistent …

This study examines how destination marketing organization's (DMO's) social media posts
and comments increase customer engagement and explores the moderating role of …

Today, the promotion of tourism destinations is evident through social media as tourists have
become content creators and influencers. Destination Marketing Organizations (DMOs) …

Purpose This paper aims to deliver a systematic review of customer engagement in
hospitality and tourism by synthesising existing literature, thus presenting a state-of-art …

Purpose This study assessed the effect of photo themes to facilitate social media user
engagement in Facebook brand pages and emphasized the important role of designing …

Although digital-free tourism is growing in popularity, research in this area has not unpacked
the complex power relations between humans and technology through a critical perspective …