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Purpose The purpose of this paper is to investigate the role of overall satisfaction in the relationship between active participation and consumer behaviors that benefit hotels. It also addresses the importance of active members in estimating the effectiveness of online brand communities in social media marketing. Design/methodology/approach This study used a convenient sampling method to collect data from individuals who were or currently are members of hotel Facebook pages. The empirical data were analyzed using structural equation modeling. Findings The findings indicate that active members are likely to be satisfied with community participation and developed positive behaviors that benefit hotel Facebook pages, specifically willingness to promote the community to others and modify purchasing and information-searching behaviors. Practical implications This study provides practical implications for Facebook marketers of hotels. It emphasizes the value of Facebook pages as an effective marketing tool for hotels. Marketers are advised to identify members’ needs, create special offerings that accommodate those needs, and effectively communicate and share information with members in order to increase the level of satisfaction of members of online communities. Originality/value The importance of active participation and satisfaction for creating positive behaviors other than loyalty among members of hotel Facebook pages has been under-addressed. This study extends the existing research model of community participation in consumer-brand relationships by using satisfaction, community promotion, and behavioral changes to highlight the benefits of hotel Facebook pages.
Juhee Kang (Wed,) studied this question.