Role of brand story on narrative engagement, brand attitude, and behavioral intention

Purpose - This study aims to investigate antecedents and outcomes of customers' narrative engagement on hotels' social networking sites (SNSs). Four different types of brand story were explored as antecedents for brand story. Design/methodology/approach - A cross-sectional, self-administered, online survey was conducted with customers who have stayed at a hotel and have used hotel SNSs within the past 12 months. Findings - Results identified authenticity and humor brand story influenced customers' narrative engagement, which further influenced their brand attitudes and behavioral intentions. However, reversal and conciseness types of a hotel's brand story did not lead to customers' narrative engagement. Research limitations/implications - The role of SNSs in the hotel industry is evolving; however, the use of a hotel's brand story has not been closely examined to date. This study investigated the importance of a hotel's brand story that influenced customers' narrative engagement on SNSs. Practical implications - The prevalence of SNSs has changed hotel management practices. Hotels are suggested to pay attention to create persuasive brand stories that encourage customers' visits to the hotel. Originality/value - This study is an original attempt to propose a conceptual framework, explaining the relationships among different types of hotel brand stories, customers' narrative engagements, their attitudes and their behavioral intentions in the SNSs context.