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.

This study focuses on how the COVID-19 epidemic affects gambling motivation and behavior. This research also analyzes the behavioral intervention effects of the anti-epidemic measures on the COVID-19 epidemic and the relationship between the epidemic impact and gambling motivation and behavior. To investigate these connections, this research used Structural Equation Modeling to analyze 334 valid questionnaires collected during COVID-19 from gamblers from mainland China who visited the Macao Special Administrative Region. The results showed that the epidemic impact negatively affected gambling motivation and behavior, and gambling motivation partially mediated the relationship between epidemic impact and gambling behavior. Anti-epidemic measures positively moderated the epidemic’s impact on gambling motivation and behavior. This paper offers a theoretical contribution by proving the influence of the social environment on human motivational behavior, especially the effect of the COVID-19 crisis, and the support of government and enterprise anti-epidemic measures for behavior intervention theory. The practicality of this study consists of behavioral interventions from anti-epidemic efforts by regional government and industry to cope with the epidemic. These measures should influence the gamblers’ behavior intentions by considering the health and safety strategies that may reduce the impact of the COVID-19 epidemic on mainland Chinese gamblers. Doi: 10.28991/ESJ-2023-07-04-024 Full Text: PDF