Digital Communication has provided an alternative and dynamic platform for interaction and socialization. Digital channels like social media and mobile phone are increasing their penetration into day to day life. According to a survey by (Digitalinsights, 2015), Indians are vigorously using diff erent social networking sites and 88% of users share content on their social profi les. Th e interactive nature of social media has evolved the customer-approach of marketing from passive observers to

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... tive parti-cipators. Tourism Sector being an information intensive industry is signifi cantly aff ected by social media, especially in destination promotion and marketing, providing information and generating awareness, infl uencing decision making and online purchase behavior. Th us, many researchers and marketers are concentrating on customer interaction and communication through social media and strategies to enhance customer engagement. Th is study aims to investigate which kind of content, media and posting day would engage consumers more on Facebook. Uses and gratifi cation framework was used as the basis of the study. Offi cial State Tourism Facebook pages were reviewed and a comparative analysis among the top three states on the basis of number of fans was done. Th e data was gathered manually from 15 and 430 posts in total were analyzed for this study. Consumer engagement was measured by the number of likes, comments and shares on the post. Th e results showed that large number of fans does not necessarily results into higher engagement index. Th e posts showing attractions have the highest engagement level. Also, it was established that single pictures have higher engagement index as compared to multiple pictures and videos. However, no relationship was found between the day of posting and engagement index.