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The hospitality and tourism industries now acknowledge that engaging with customers via social media is an essential element of marketing strategy. Given the high variability of success with which firms have been attracting customer interest online, however, it is clear that businesses are having a difficult time determining the best way to use these emerging technologies. This study investigates the impact of certain social media post attributes on customer engagement, using restaurants on Facebook as an example. We introduce a novel set of text analytic features that positively affect customer engagement and test them against a big data set (174,000 posts). Findings indicate that appeals to a feeling of belonging to the community have a significant positive effect on engagement. This study contributes to the body of knowledge on customer engagement and offers concrete recommendations for how restaurants …