The Value of Social Media Advertising Strategies on Tourist Behavior: A Game-Changer for Small Rural Businesses

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.

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Consumer Behaviour: Consumers' Attitude Toward Social Media Advertising and Purchase Intentions

10.22271/ed.book.1413 ◽

2021 ◽

Keyword(s):

Social Media ◽

Consumer Behaviour ◽

Purchase Intentions ◽

Social Media Advertising

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Keep Up! The Big Problem of Regulating Social Media Advertising for Esports Gambling

Gaming Law Review ◽

10.1089/glr2.2021.0015 ◽

2021 ◽

Author(s):

Agnes Nairn ◽

Raffaello Rossi

Keyword(s):

Social Media ◽

Social Media Advertising

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Game Changer: A Case Study of Social-Media Strategy in Big Ten Athletic Departments

International Journal of Sport Communication ◽

10.1123/ijsc.2014-0022 ◽

2014 ◽

Vol 7 (4) ◽

pp. 516-532 ◽

Cited By ~ 7

Author(s):

Makayla Hipke ◽

Frauke Hachtmann

Keyword(s):

Social Media ◽

Athletic Departments ◽

Traditional Media ◽

Big Ten ◽

Study Approach ◽

The Social ◽

Depth Interviews ◽

Social Media Strategy ◽

Game Changer

This study used a case-study approach to develop an understanding of how social-media strategy is developed and deployed in Big Ten Conference athletic departments and to explore the issues associated with it. Based on in-depth interviews with department officials, the following 6 themes emerged: connecting with target audiences, varied approaches in coordination of postings, athletic communications as content gatekeepers, desire to incorporate sponsors and generate revenue, focusing on building fan loyalty through engagement, and challenges of negativity and metrics. The social-media strategy in Big Ten Conference athletic departments appears to be driven by athletic communications/sports information departments as opposed to marketing departments. The greatest benefit of social media has been the ease of engagement and instantaneous connection between fans and the teams they love, which can lead to building greater loyalty to a team. Some of the challenges departments face include having to deal with the reality of crises and negative attention around programs more quickly than with traditional media and to measure social-media success accurately.

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