Customer engagement research has proliferated across a range of sectors including tourism. Customer engagement with brands as facilitated through social media has also received considerable investigation. However, despite advances in both areas, extant research has predominantly explored CE as a single snapshot in time, that is, by using cross-sectional research designs, limiting insight to customer engagement’s dynamics over time. Addressing this gap, this study addresses the interrelationships between customer engagement, social media marketing activities, and consumer stickiness with a tourism destination at three different time points (using one-month intervals), thus providing a much-needed longitudinal investigation of social media-based CE. The findings shed light on the iterative nature of customer engagement.