How customers respond to social media advertising

被引：11
|
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
收藏
页码：229 / 243
页数：15
相关论文
共 50 条
  • [41] HOW COMPANIES RESPOND TO SOCIAL DEMANDS
    ACKERMAN, RW
    [J]. HARVARD BUSINESS REVIEW, 1973, 51 (04) : 88 - 98
  • [42] Social Media: Changing Advertising Education
    Lester, Deborah H.
    [J]. ONLINE JOURNAL OF COMMUNICATION AND MEDIA TECHNOLOGIES, 2012, 2 (01): : 116 - 125
  • [43] Advertising transparency in the social media influencers
    Guinez-Cabrera, Nataly
    Mansilla-Obando, Katherine
    Jeldes-Delgado, Fabiola
    [J]. RETOS-REVISTA DE CIENCIAS DE LA ADMINISTRACION Y ECONOMIA, 2020, 10 (20): : 265 - 281
  • [44] Effectiveness of Advertising in Online Social Media
    Vellappan, Usha
    Bahaman, Ainee Suriani
    Lin, Carelyn Tai Siew
    Nathan, Robert Jeyakumar
    [J]. KNOWLEDGE MANAGEMENT AND INNOVATION: A BUSINESS COMPETITIVE EDGE PERSPECTIVE, VOLS 1-3, 2010, : 1079 - 1089
  • [45] How Sustainable Social Media Advertising Affect Visitors' Decision to Attend a Festival Event?
    Qiu, Luyi
    Aro, I
    Lee, Timothy J.
    Kim, Jinok Susanna
    [J]. SUSTAINABILITY, 2021, 13 (17)
  • [46] Engaging customers: the wheel of social media engagement
    Roggeveen, Anne L.
    Grewal, Dhruv
    [J]. JOURNAL OF CONSUMER MARKETING, 2016, 33 (02) : 85 - 88
  • [47] Social media marketing and customers' passion for brands
    Mukherjee, Kaustav
    [J]. MARKETING INTELLIGENCE & PLANNING, 2020, 38 (04) : 509 - 522
  • [48] The Truth Hurts: How Customers May Lose From Honest Advertising
    Kopalle, Praveen K.
    Lehmann, Donald R.
    [J]. INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING, 2015, 32 (03) : 251 - 262
  • [49] Television and social media: Social audiences in the advertising strategy
    Saavedra-Llamas, Marta
    Papi-Galvez, Natalia
    Perlado-amo-de-Espinosa, Marta
    [J]. PROFESIONAL DE LA INFORMACION, 2020, 29 (02):
  • [50] Can Old Media Enhance New Media? How Traditional Advertising Pays off for an Online Social Network
    Pfeiffer, Markus
    Zinnbauer, Markus
    [J]. JOURNAL OF ADVERTISING RESEARCH, 2010, 50 (01) : 42 - 49
12345