Customer engagement in a facebook brand community: A study of Airline consumers in Vietnam

Abstract

Customer engagement is a group of factors that can affect the customer satisfaction, loyalty. The advent of Web 2.0 and in particular the social network media in recent years have led to an explosion of interest in customer engagement. Attracted by a great amount of users, companies have created brand communities in social networks. With the abilities to creating the interaction among individuals and firms in brand communities, social media can use to better serve customer and satisfy the needs. In Vietnam, former researches measuring the loyalty and satisfaction of customers engaged in social networking sites, such as Facebook, are still rare. This research aims to fill this gap by testing these hypotheses in airline industry and raising recommendations for its applications in practice .