How customers respond to social media advertising

被引：16

作者：

Yang, Ping ^{[1
]}

Li, Kefang ^{[2
]}

Ji, Chunli ^{[3
]}

机构：

[1] Tianjin Univ Finance & Econ, Business Sch, Tianjin, Peoples R China

[2] Yunnan Univ Finance & Econ, Business Sch, Kunming, Peoples R China

[3] Macao Polytech Univ, Ctr Gaming & Tourism Studies, Macau, Peoples R China

来源：

MARKETING INTELLIGENCE & PLANNING | 2023年 / 41卷 / 02期

基金：

中国国家自然科学基金;

关键词：

Social media advertising value; Media involvement; Customer engagement; Customer response; ENGAGEMENT BEHAVIOR; BRAND ENGAGEMENT; PERCEIVED VALUE; INVOLVEMENT; CONSUMERS; STRATEGIES; INTENTION; FRAMEWORK;

D O I：

10.1108/MIP-09-2022-0397

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

PurposeThe purpose of this study is to investigate the mediating effects of customer engagement on the relationships between customer's perceived values of social media advertising (SMA) and customer response, as well as the moderated mediating effect of media involvement.Design/methodology/approachThe sample was drawn from integrated resort tourists who use WeChat to browse advertisements of Macau integrated resorts. A total of 221 valid questionnaires were collected after three weeks of data collection.FindingsResults showed that the hedonic value and utilitarian value of SMA have a significant positive impact on customer response through customer engagement with SMA respectively and media involvement moderates the mediating effect of customer engagement on SMA.Originality/valueThis study reveals the influence mechanism of social media advertising value on consumer response and pioneering attempts to highlight the moderated mediating effect of media involvement.

引用

页码：229 / 243

页数：15

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