A5113294875- Digital Communication and Language
- Language, Metaphor, and Cognition
- Multisensory perception and integration
- Consumer Retail Behavior Studies
- Subtitles and Audiovisual Media
- Impact of Technology on Adolescents
- Psychology of Social Influence
- Consumer Behavior in Brand Consumption and Identification
- Digital Marketing and Social Media
Purpose The strategic application of electronic word-of-mouth (eWOM) is pivotal in shaping tourist decisions. This study aims to examine the nuanced impacts endorsement styles and innovative role emojis on persuasiveness eWOM, highlighting essential insights for digital marketing effectiveness. Design/methodology/approach Using a robust experimental design, this research engaged 376 participants through scenario-based experiments popular platforms Ctrip Xiaohongshu. leveraged professional...
Purpose Travel bragging, driven by impression management, is common on social media. However, straightforward bragging can create negative perceptions. To mitigate this, tourists often turn to humblebragging, but its effectiveness unclear. This study aims examine whether humblebragging elicits more positive responses from viewers than bragging. Design/methodology/approach Drawing comparison theory and compensation theory, this paper developed a moderated mediation model explore the impact of...