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Factors influencing customer engagement with branded content in the social network sites of integrated resorts

Lei, Soey Sut Ieng and Pratt, Stephen and Wang, Dan (2017) Factors influencing customer engagement with branded content in the social network sites of integrated resorts. Asia Pacific Journal of Tourism Research, 22 (3). pp. 316-328. ISSN 1094-1665

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    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.

    Item Type: Journal Article
    Subjects: H Social Sciences > H Social Sciences (General)
    Divisions: Faculty of Business and Economics (FBE) > School of Tourism and Hospitality Management
    Depositing User: Stephen Pratt
    Date Deposited: 15 Feb 2019 12:02
    Last Modified: 15 Feb 2019 12:02
    URI: http://repository.usp.ac.fj/id/eprint/11208
    UNSPECIFIED

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