Enhancing consumer online engagement through consumer involvement: A case of airline and hospitality services in Malaysia

Leong, Mei Kei * and Syuhaily Osman, and Laily, P. and Sabri, M. F. (2019) Enhancing consumer online engagement through consumer involvement: A case of airline and hospitality services in Malaysia. Management Science Letters, 9. pp. 795-808. ISSN 1923-9335

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Official URL: http://doi.org/10.5267/j.msl.2019.3.008


Consumer online engagement has seen a sight of emerging attention by marketing literature, but how consumer involvement, with its dimensions (importance, pleasure, sign, risk consequence, and risk probability), is linked with consumer online engagement still requires additional empirical analysis especially in the context of airline and hospitality services. The purpose of this study is to examine the relationship between consumer involvement and its dimensions and consumer online engagement. The data are collected from the social media website and analyzed by using structural equation modelling through SPSS and Smart PLS 3.0 software. The findings imply that sign value was the major determinant of consumer online engagement. This indicates that marketers should acknowledge the importance of company’s symbolic value and design a suitable symbolic value to be parallel with the targeted consumers’ social status and personal images to increase consumer online engagement. Through examining the relationship among different variables, marketers could develop effective strategies to gain competitive advantages. The originality of this study lies within the research gap of the past researches on the antecedent of consumer online engagement. The antecedent considered is consumer involvement, suggested by previous researches.

Item Type: Article
Uncontrolled Keywords: Consumer involvement; Consumer online engagement; Airline and hospitality services;
Subjects: H Social Sciences > HF Commerce
Divisions: Others > Non Sunway Academics
Sunway University > School of Hospitality and Service Management [formerly School of Hospitality until 2020]
Depositing User: Dr Janaki Sinnasamy
Related URLs:
Date Deposited: 21 Sep 2020 07:12
Last Modified: 22 Sep 2020 02:38
URI: http://eprints.sunway.edu.my/id/eprint/1369

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