Abstract
Understanding the motivations behind social media participation is crucial for brand managers looking to enhance customer loyalty and attract new customers. This study explores the factors driving consumer engagement with hospitality brand Facebook pages, identifying key motivations and engagement patterns. Utilizing a comprehensive multi-phased methodology—descriptive analysis, factor analysis, canonical correlation analysis, cluster analysis, and discriminant analysis—data were gathered from a survey of 501 adults engaging with the Facebook page. The results show that consumers prioritize brand interaction, social integration, and information-seeking over entertainment or rewards. Two distinct consumer groups emerged: passive observers and active participants, with a preference for contributing content rather than just consumption it. Brand interaction is a significant motivator for both groups, driving engagement behaviors. This study highlights the importance of understanding different consumer motivations and their influence on engagement. For brand managers, actively engaging followers and offering valuable, motivation-aligned content is key to fostering meaningful interaction on Facebook.
Keywords
social media, hospitality brand, engagement behaviors, online communities, brand interaction
ORCID Identifiers
Kunsoon Park: https://orcid.org/0000-0001-6569-0610
DOI
10.5038/2771-5957.3.2.1051
Recommended Citation
Park, K., & Li, X. (2024). Understanding the motivations behind engaging with hospitality-related Facebook fan pages. Journal of Global Hospitality and Tourism, 3(2), 108-123. https://www.doi.org/10.5038/2771-5957.3.2.1051
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial 4.0 License
Included in
Business Administration, Management, and Operations Commons, Hospitality Administration and Management Commons, Social and Behavioral Sciences Commons, Tourism and Travel Commons
