育行業精英,助博彩騰飛

    “How social media advertising features influence consumption and sharing intentions: the mediation of customer engagement” has been published (SSCI, Scopus)

    The article “How social media advertising features influence consumption and sharing intentions: the mediation of customer engagement” jointly by Prof. Chunli Ji , Prof. Susana Mieiro and Prof. Guihai Huang has been published in the Journal of Research in Interactive Marketing.

    Social 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.

    The article can be read here:
    https://www.emerald.com/insight/content/doi/10.1108/JRIM-04-2020-0067/full/html

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