Tzung-Cheng Huan

Purpose: The purpose of this study is to examine how social media brand engagement influences brand loyalty in the smartphone industry. Particular attention is given to the mediating roles of customer engagement with social media brand posts and brand trust, thereby clarifying the mechanisms through which engagement translates into enduring consumer–brand relationships. Design/methodology/approach: The study collected survey data from 585 smartphone users in Jordan. Measurement validity was established through confirmatory factor analysis, and hypotheses were tested using a structural path model, providing robust statistical evidence of the relationships among the engagement, trust and loyalty constructs. Findings: Social media brand engagement positively influences brand loyalty, both directly and indirectly through brand trust. Aggregated post-level engagement exerts a weaker effect, contributing modestly to loyalty. Disaggregated analyses reveal that engagement behaviors differ in impact: liking significantly influences trust and loyalty, whereas commenting and sharing do not. Serial mediation is not supported for aggregated post-level engagement; a significant sequential pathway emerges through liking, trust and loyalty. Originality/value: Customer engagement theory is advanced by differentiating between brand-level and post-level engagement, revealing that visible engagement behaviors are not uniformly valuable. Trust emerges as the dominant relational pathway driving loyalty. Situated within Jordan’s smartphone industry, the study extends the contextual relevance of engagement research in emerging markets. Managerially, the findings prioritize trust-building strategies over surface-level engagement indicators.

1. Heritage tourism plays a key role in transmitting cultural values and fostering emotional engagement (Kastenholz & Gronau, 2020). Beyond general heritage or dark tourism, red tourism represents ...

Consumption philanthropy, a marketing tool that combines purchasing behavior with charitable giving, is gaining more and more attention from hospitality companies. However, few studies have explored how to optimize consumption philanthropic statements to achieve stronger consumer responses. This study combines communication strategies with consumption philanthropy to explore what donation subject can be emphasized in consumption philanthropic statements to better stimulate consumers' purchase intentions. Two experiments were conducted to elucidate the persuasive effects and boundary conditions of consumption philanthropic statements that emphasize different donation subjects. The results suggest that joint donation of consumption philanthropic statements leads to stronger purchase intentions than either customer‐oriented or company‐oriented donation statements, as well as highlighting the mediating role of customer–company identification in the effect of consumption philanthropic statements on purchase intentions. In addition, it is emphasized that differential impacts from different donation subjects exist only in the context of low‐involvement consumers. This study explores how communication strategies can be adapted to achieve superior consumption philanthropy performance, which not only contributes to the consumption philanthropy literature but can also guide hospitality companies in improving their consumption philanthropy practices.

In recent decades, particularly after COVID-19, health, wellness, and well-being have emerged as the core concepts that support human development and quality of life. The integration of health, wel...

This research examines how Metaverse experience, historical storytelling, and tourist happiness within the Hoi An Metaverse influence virtual tourists’ intentions to escape to the Metaverse and visit Hoi An's cultural heritage sites. Using Stimulus–Organism–Response theory and the Theory of Reasoned Action and Interactionism, the study analyzes these factors’ effects on tourist behavior. A purposive sample of 407 international and Vietnamese virtual tourists was surveyed through travel agencies. The hypotheses tested include the impact of Metaverse experiences, historical storytelling, nostalgic emotion, and tourist happiness on virtual tourists’ intentions to visit Hoi An's cultural heritage sites, with interactivity as a moderator and intentions to escape to the Metaverse as a mediator. Findings reveal that these factors positively affect tourists’ intentions, with interactivity moderating the relationships between the Metaverse experience, nostalgia, and happiness. This study offers insights for improving virtual tourism experiences and promoting cultural heritage tourism, especially for intangible assets.