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Enhancing consumer online engagement through consumer involvement: a case of airline and hospitality services in Malaysia

Consumer online engagement has seen a sight of emerging attention by marketing literature, but how consumer involvement, with its dimensions (importance, pleasure, sign, risk consequence, and risk probability), is linked with consumer online engagement still requires additional empirical analysis es...

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Main Authors: Leong, Mei Kei, Osman, Syuhaily, Paim, Laily, Mohamad Fazli, Sabri
Format: Article
Language:English
Published: Growing Science 2019
Online Access:http://psasir.upm.edu.my/id/eprint/79694/1/Enhancing%20consumer%20online%20engagement%20.pdf
http://psasir.upm.edu.my/id/eprint/79694/
http://growingscience.com/beta/msl/3115-enhancing-consumer-online-engagement-through-consumer-involvement-a-case-of-airline-and-hospitality-services-in-malaysia.html
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spelling my.upm.eprints.796942022-10-18T08:41:48Z http://psasir.upm.edu.my/id/eprint/79694/ Enhancing consumer online engagement through consumer involvement: a case of airline and hospitality services in Malaysia Leong, Mei Kei Osman, Syuhaily Paim, Laily Mohamad Fazli, Sabri Consumer online engagement has seen a sight of emerging attention by marketing literature, but how consumer involvement, with its dimensions (importance, pleasure, sign, risk consequence, and risk probability), is linked with consumer online engagement still requires additional empirical analysis especially in the context of airline and hospitality services. The purpose of this study is to examine the relationship between consumer involvement and its dimensions and consumer online en-gagement. The data are collected from the social media website and analyzed by using structural equation modelling through SPSS and Smart PLS 3.0 software. The findings imply that sign value was the major determinant of consumer online engagement. This indicates that marketers should acknowledge the importance of company’s symbolic value and design a suitable symbolic value to be parallel with the targeted consumers’ social status and personal images to increase consumer online engagement. Through examining the relationship among different variables, marketers could develop effective strategies to gain competitive advantages. The originality of this study lies within the research gap of the past researches on the antecedent of consumer online engagement. The antecedent considered is consumer involvement, suggested by previous researches. Growing Science 2019 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/79694/1/Enhancing%20consumer%20online%20engagement%20.pdf Leong, Mei Kei and Osman, Syuhaily and Paim, Laily and Mohamad Fazli, Sabri (2019) Enhancing consumer online engagement through consumer involvement: a case of airline and hospitality services in Malaysia. Management Science Letters, 9 (6). pp. 795-808. ISSN 1923-9335; ESSN: 1923-9343 http://growingscience.com/beta/msl/3115-enhancing-consumer-online-engagement-through-consumer-involvement-a-case-of-airline-and-hospitality-services-in-malaysia.html 10.5267/j.msl.2019.3.008
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
description Consumer online engagement has seen a sight of emerging attention by marketing literature, but how consumer involvement, with its dimensions (importance, pleasure, sign, risk consequence, and risk probability), is linked with consumer online engagement still requires additional empirical analysis especially in the context of airline and hospitality services. The purpose of this study is to examine the relationship between consumer involvement and its dimensions and consumer online en-gagement. The data are collected from the social media website and analyzed by using structural equation modelling through SPSS and Smart PLS 3.0 software. The findings imply that sign value was the major determinant of consumer online engagement. This indicates that marketers should acknowledge the importance of company’s symbolic value and design a suitable symbolic value to be parallel with the targeted consumers’ social status and personal images to increase consumer online engagement. Through examining the relationship among different variables, marketers could develop effective strategies to gain competitive advantages. The originality of this study lies within the research gap of the past researches on the antecedent of consumer online engagement. The antecedent considered is consumer involvement, suggested by previous researches.
format Article
author Leong, Mei Kei
Osman, Syuhaily
Paim, Laily
Mohamad Fazli, Sabri
spellingShingle Leong, Mei Kei
Osman, Syuhaily
Paim, Laily
Mohamad Fazli, Sabri
Enhancing consumer online engagement through consumer involvement: a case of airline and hospitality services in Malaysia
author_facet Leong, Mei Kei
Osman, Syuhaily
Paim, Laily
Mohamad Fazli, Sabri
author_sort Leong, Mei Kei
title Enhancing consumer online engagement through consumer involvement: a case of airline and hospitality services in Malaysia
title_short Enhancing consumer online engagement through consumer involvement: a case of airline and hospitality services in Malaysia
title_full Enhancing consumer online engagement through consumer involvement: a case of airline and hospitality services in Malaysia
title_fullStr Enhancing consumer online engagement through consumer involvement: a case of airline and hospitality services in Malaysia
title_full_unstemmed Enhancing consumer online engagement through consumer involvement: a case of airline and hospitality services in Malaysia
title_sort enhancing consumer online engagement through consumer involvement: a case of airline and hospitality services in malaysia
publisher Growing Science
publishDate 2019
url http://psasir.upm.edu.my/id/eprint/79694/1/Enhancing%20consumer%20online%20engagement%20.pdf
http://psasir.upm.edu.my/id/eprint/79694/
http://growingscience.com/beta/msl/3115-enhancing-consumer-online-engagement-through-consumer-involvement-a-case-of-airline-and-hospitality-services-in-malaysia.html
_version_ 1748704612945231872
score 13.211869

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