Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/65370
Title: Factors influencing customer engagement with branded content in the social network sites of integrated resorts
Authors: Lei, SSI
Pratt, S 
Wang, D 
Keywords: Integrated resort
Online content marketing
Online customer engagement
Social network sites
Issue Date: 2017
Publisher: Routledge, Taylor & Francis Group
Source: Asia Pacific journal of tourism research, 2017, v. 22, no. 3, p. 316-328 How to cite?
Journal: Asia Pacific journal of tourism research 
Abstract: The integrated resorts rely on social network sites (SNSs) for content marketing, while one of the main purposes of content marketing is customer engagement that will leverage the impact of branded content. This study investigates the factors influencing customer engagement with brand posts of integrated resorts on the SNSs. The findings highlight the important influence of both media-type and content-type factors on the level of customer engagement in SNSs of integrated resorts. This study provides practical implications for integrated resorts to develop SNS online content marketing strategy.
URI: http://hdl.handle.net/10397/65370
ISSN: 1094-1665
EISSN: 1741-6507
DOI: 10.1080/10941665.2016.1250792
Appears in Collections:Journal/Magazine Article

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