Consumer online engagement has seen a sight of emerging attention by marketing literature, but how consumer involvement, with its dimensions (importance, pleasure, sign, risk consequence, and risk probability), is linked with consumer online engagement still requires additional empirical analysis especially in the context of airline and hospitality services. The purpose of this study is to examine the relationship between consumer involvement and its dimensions and consumer online en-gagement. The data are collected from the social media website and analyzed by using structural equation modelling through SPSS and Smart PLS 3.0 software. The findings imply that sign value was the major determinant of consumer online engagement. This indicates that marketers should acknowledge the importance of company’s symbolic value and design a suitable symbolic value to be parallel with the targeted consumers’ social status and personal images to increase consumer online engagement. Through examining the relationship among different variables, marketers could develop effective strategies to gain competitive advantages. The originality of this study lies within the research gap of the past researches on the antecedent of consumer online engagement. The antecedent considered is consumer involvement, suggested by previous researches.

This paper investigates consumer involvement profile among people who intend to purchase mobile devises. The study considers the effects of various factors influencing on purchase intention including consumers’ personal characteristics such as age, gender, income as well as some external factors including advertisement. The study uses a questionnaire in Likert scale, originally developed by O’Cass (2000) [O’Cass, A. (2000). An assessment of consumers & apos; product, purchase decision, advertising and consumption involvement in fashion clothing. Journal of Economic Psychology, 21, 545-576.]. The questionnaire has been distributed among 385 people, randomly who purchased mobile devices from a mall in city of Tehran, Iran. Using Pearson correlation test, the study has concluded that oral advertisement as well as consumer purchase involvement have positive and strong relationship with consumer’s purchase intention. In terms of age, people aged 20-30 maintained the highest purchase intention. In addition, in terms of gender, men had more purchase involvement than women did.