scholarly journals The Effects of Social Media Advertising on Social Search in China: Evidence from Luxury Brand

2019 ◽  
Vol 21 (3) ◽  
Author(s):  
XING GAO ◽  
Sang Yong Kim ◽  
Da Yeon Kim ◽  
Lee
Keyword(s):  
Social Media ◽  
Social Search ◽  
Luxury Brand ◽  
Social Media Advertising

The Effects of Social Media Advertising on Social Search in China: Evidence from Luxury Brand

2019 ◽  
Vol 21 (3) ◽  
pp. 65-82
Author(s):  
XING GAO ◽  
Sang Yong Kim ◽  
Da Yeon Kim ◽  
Seung Min Lee
Keyword(s):  
Social Media ◽  
Social Search ◽  
Luxury Brand ◽  
Social Media Advertising

HARNESSING THE INFLUENCE OF SOCIAL MEDIA IN ONLINE LUXURY BRAND COMMUNICATION

2019 ◽  
Vol 2019 ◽  
pp. 105-128
Author(s):  
Xiaoming Lu ◽  
◽  
Raffaele Filieri ◽  
Mizan Rahman
Keyword(s):  
Social Media ◽  
Brand Communication ◽  
Luxury Brand

How social media advertising features influence consumption and sharing intentions: the mediation of customer engagement

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Chunli Ji ◽  
Susana Mieiro ◽  
Guihai Huang
Keyword(s):  
Social Media ◽  
Behavioral Intention ◽  
Marketing Research ◽  
Research Field ◽  
Mediating Effect ◽  
Customer Engagement ◽  
Interactive Marketing ◽  
Media Dependency ◽  
Content Type ◽  
Social Media Advertising

PurposeSocial media advertising (SMA) has become overly critical in the interactive marketing research field. This paper aimed to construct a research architecture model and to investigate the mediating effect of customer engagement between SMA and consumer behavioral intention in the context of Macao's casino integrated resorts.Design/methodology/approachThe authors collected data from 300 Chinese-speaking visitors of Macao's casino integrated resorts through a face-to-face survey. The hypotheses derived from the conceptual model were tested through two-stage structural equation modeling. The authors considered age and gender as control variables.FindingsThis study found that entertainment and promotional rewards had significant direct effects on consumption intention. Social media dependency did affect directly not only consumption intention but also sharing intention. Customer engagement on SMA mediated the effects of two SMA features (entertainment and promotional rewards) and one feature of SMA viewers (social media dependency) on consumption intention. As to extraneous variables, neither age nor gender significantly influenced consumer behavioral intention.Practical implicationsThe casino integrated resort managers should enhance the entertainment elements and provide reasonable promotional rewards to increase SMA's effectiveness. Managers should also consider the social media usage habits of the targeted customers. Further academic research on casino integrated resorts in other regions may use this study as a basis for investigating the mediation of customer engagement on SMA.Originality/valueThis study contributed to understanding the mediating mechanism of customer engagement on SMA by conceptualizing customer engagement on SMA as a unique idea and provided a conceptual framework for further theoretical and empirical research in the interactive marketing research field.

Sign in / Sign up

Export Citation Format

Share Document