Decomposing Customer Engagement Effect Between Marketer- and User-Generated Content and Repurchase Intention in the Online Airline Service Community

Abstract

This research is mainly concerned with identifying the mediating role of customer engagement (CE) between marketer and user-generated content and repurchase intentions in online airline service communities. Additionally, this research explores the significance of differences between the customers' perceptions towards the generated content evaluation according to content generator (marketer/user) and identifies the relatively importance of both marketer and user-generated content influence on CE in online airline service communities. To accomplish these objectives, a random cluster sample of 351 valid internet users was selected. The research findings indicated that user-generated content (UGC) is more influential than marketer-generated content (MGC) on CE and its dimensions. The findings also reveal that CE significantly mediates the relationship between both marketer and user-generated content and repurchase intentions. The findings improve both academicians' studies and marketers' practices within the online airline service community.