Customer engagement on social networking sites in hospitality settings

A survey focused on quantitative research was implemented at the end of 2023 in Czechia. For quota sampling, an online panel by Talk (2024a) was utilized. Data were collected using a self-administered questionnaire. The study provides new insights into consumer behavior on social media in hospitality. The research integrates the uses and gratifications theory framework with the cohort theory framework to create a conceptual model for empirical testing (cf. Kulikovskaja et al. 2023). The results of mediation analysis with a generation as a moderator highlight that consumer engagement varies based on the content that users engage with. Content types on social media impact customer engagement, which in turn further influences word-of-mouth and loyalty. These findings enrich the literature on how customers engage with social media platforms within the hospitality sector. The results also show that generational differences exist and should be considered when marketers segment followers and prospective customers on a firm’s social media profile.