Customer engagement in a Facebook brand community: An empirical study on travel industry in Vietnam

Customer Engagement Behaviors is a group of factors affecting to the Loyalty, mediating via Social Benefits. In Vietnam, former researches measuring the Loyalty of customers engaged in Social Networking sites, such as: Facebook, are still rare, especially in the travel industry. This research aims to fill this gap by testing these hypotheses in travel industry and raising recommendations for its applications in practice. The critical findings from the research are that it reveals a significantly positive impact of Community and Transaction to Loyalty, mediating via Social Benefits and Economic Benefits. In Social benefits, item "sharing knowledge" got highest score weight. In Economic Benefits, "getting vouchers" and "buying travel kits" get highest score weights. The application of this research to practice is workable, that gives much to Marketers to organize their fan page and perform marketing activities at the most efficient and economical ways.