원문정보
초록
영어
In the digital age, TikTok’s short-form videos have reshaped customer engagement, particularly in the tourism industry. This study examines the impact of compelling content factors on customers’ emotional engagement, and how this emotional engagement, in turn, drives behavioral engagement. Data were collected from 261 TikTok users in Vietnam through an online survey. The results indicate that creative content, highquality content, and trending content significantly influence emotional engagement, which subsequently affects behavioral engagement. However, content enjoyment and attractiveness were not found to have a significant impact on emotional engagement. This study provides both theoretical and practical insights for businesses aiming to enhance their social media marketing strategies effectively.
목차
1. Introduction
2. Literature Review and Hypotheses
2.1 Creative content
2.2 High-quality content
2.3 Trending content
2.4 Attractive content
2.5 Enjoyable content
2.6 Emotional engagement
3. Research Methodology
3.1 Measurement
3.2 Reliability and validity of measurement items
4. Results
5. Conclusion
6. Acknowledgement
7. Reference
Appendix