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How customers respond to social media advertising

Ping Yang (Business School, Tianjin University of Finance and Economics, Tianjin, China)
Kefang Li (Business School, Yunnan University of Finance and Economics, Kunming, China)
Chunli Ji (Centre for Gaming and Tourism Studies, Macao Polytechnic University, Macao, China)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 14 December 2022

Issue publication date: 13 March 2023




The 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.


The 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.


Results 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.


This 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.



Funding: The author(s) disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: This work was supported by the National Natural Science Foundation of China (grant number 71462034, 71462035, 72162004, 72202154).


Yang, P., Li, K. and Ji, C. (2023), "How customers respond to social media advertising", Marketing Intelligence & Planning, Vol. 41 No. 2, pp. 229-243.



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