Driving consumer engagement on hospitality brands' Facebook pages

In today's marketing environment, engaging consumers through Facebook pages has become a crucial task for hospitality and tourism marketers. Building upon the Uses and Gratifications framework, this study explored various consumer engagement behaviour on hospitality brands' Facebook pages and examined consumers' motivations associated with their engagement behaviour. The study identified seven motivation factors: information, social integration, personal identity, brand interaction, entertainment, empowerment and remuneration. The results of multiple regression showed that brand interaction and information had the strongest impacts on consumer engagement, whereas personal identity and remuneration were not significantly associated with any type of the engagement behaviour. The findings of the study offer valuable insights on developing effective social media engagement strategies.