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1.
This study examines how the interaction between emoji (emotional vs semantic) and social media content (aesthetic experience vs promotion) influences consumer engagement in tourism brands' digital communication. Based on real Twitter data and an online experiment, our results show that, for aesthetic experience content, emotional emoji elicits more consumer engagement than semantic emoji does. Moreover, emotional emoji increases consumer engagement by eliciting a higher level of emotional responses for aesthetic experience content, whereas semantic emoji enhances consumer engagement by generating greater credibility for promotion content. This study contributes to the textual paralanguage literature in tourism by offering theoretical explanations on how and why the matching effects of emoji and content type on consumer engagement occur in tourism brands’ digital communication. This study also provides practical implications for tourism social media marketers on how to increase consumer engagement via the appropriate use of emoji.  相似文献   
2.
Virtual influencer (VI) marketing has become increasingly prevalent on social media with the evolving landscape of digitalisation. However, the use of VIs in tourism has received limited attention in the literature. This study examines salient source and content attributes that stimulate Instagram users’ engagement with VIs in a tourism context. An online discrete choice experiment was designed using key attributes (i.e. source realness, image composition and caption discourse) identified from online focus groups. Survey responses from 309 adult Instagram users in Australia were analysed through discrete choice modelling. The findings indicate that humanlike VIs are preferred over 3D animated VIs and the least preferred influencers are 2D animated VIs. Instagram posts from humanlike VIs that combine images of tourism settings with rational messages attract the most engagement from the audience. Theoretical and practical implications are provided with recommendations for how tourism practitioners can harness VI marketing effectively.  相似文献   
3.
马小龙  谷宇 《科技和产业》2023,23(14):147-151
小农户与现代农业发展的有机衔接是当前实施乡村振兴战略的关键措施,农业生产托管正是实现小农户与现代农业有机衔接的最有效途径。探究农业生产托管中组织关系的演化及动力机制可以对农业生产托管有更清晰的认识,更好地推进农业生产托管,为进一步规范农业生产托管提出对策建议。  相似文献   
4.
Fungicide resistance is a serious problem for agriculture today. This analysis provides additional insight into the strategic behavior of farmers when their fungicide use generates a negative intertemporal production externality in the form of fungicide resistance. We find that when farmers encounter this type of externality, they choose fungicide levels that exacerbate fungicide resistance. We examine a compensation mechanism in which a farmer reduces fungicide use in exchange for a transfer. This mechanism reduces fungicide use; however, misinformation about the severity of fungicide resistance generates distortions. We find that one-sided misinformation could lead a farmer to choose socially optimal fungicide levels, which makes the compensation mechanism less necessary. In addition, we show that when both farmers are misinformed, the mechanism could lead farmers to choose fungicide levels below the socially optimal level depending on their pessimistic beliefs about the severity of fungicide resistance.  相似文献   
5.
Literature has reported that store-level information is crucial in determining consumer engagement with green stores. This study examines the effects of in-store (green) information quality on consumer engagement behaviours and mediating effects of store credibility. Moreover, the study reveals whether consumer passion for the environment moderates the effect of in-store (green) information quality on store credibility. Statistical analyses of useable data from 763 respondents examined the relationships. Credibility emerged as a key mechanism to enhance the effects of information quality on consumer engagement. Thus, this study extends theoretical discussions on information quality, consumer passion, and consumer engagement for green retailing.  相似文献   
6.
E-commerce livestreaming depends heavily on user engagement. However, the effect of relational bonds (i.e., financial bonds, social bonds, and structural bonds) on user engagement in e-commerce livestreaming has not been well understood. Our study develops a conceptual model to investigate the impacts of relational bonds on user engagement and addresses the mediating role of trust. We collected data from users of the DianTao App. The results show that social bonds and structural bonds positively affect user engagement, while financial bonds have no direct impact on user engagement. Financial bonds, social bonds, and structural bonds are positively related to trust in the broadcaster. Similarly, financial bonds, social bonds, and structural bonds are also positively associated with trust in the platform. Furthermore, trust in the broadcaster and trust in the platform directly affects user engagement, fully mediating the impact of financial bonds on user engagement, while partially mediating the impacts of social bonds and structural bonds on user engagement. In addition, we find that experience moderates the mediating effects of trust between relational bonds and user engagement. The findings of this study provide useful insights for operators who should invest in building relational bonds and user trust to improve user engagement in e-commerce livestreaming.  相似文献   
7.
Academic literature retains a dearth of empirical evidence of the cutting-edge aspect of artificial intelligence (AI)-powered digital assistance and digital multisensory cues, despite the prospect of these factors on real-life customers' luxury brand online shopping experience. Thus, the aim of this study is to examine the significant pathway and effects of AI-powered digital assistance toward customers’ luxury brand online shopping experience. Drawing on S–O-R (Stimulus, organism, and response) and TRAM (Technology Readiness and Acceptance Model) paradigm, a multi-method research design was deployed to investigate constructs. Firstly, semi-structured interviews were utilized to explore customers' online behavior under the luxury brands and information technology aspect. Secondly, survey data were collected and analyzed by using partial least squares structural equation modeling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA). The PLS-based analysis of quantitative data confirmed the exploratory insights of qualitative findings, establishing the connections of AI-powered digital assistance, customer engagement, and customers' luxury brand online shopping experience. Research findings also suggest that customer engagement plays a mediation role in the relationship between AI-powered digital assistance and customers' luxury brand online shopping experience. Besides, digital multisensory cues moderate the relationship between AI-powered digital assistance and customer engagement. Further, fsQCA complements the findings of PLS-SEM that reveal the significant combination of factors that lead to the perceptions of customers' luxury brand online shopping experience.  相似文献   
8.
This study aims to understand the relationship between environmental consciousness and multidimensional (i.e., cognition, affection, and activation aspects) of customer brand engagement (CBE) in relation to online grocery shopping. It also investigates the moderating effect of customer characteristics on the associations among environmental consciousness, CBE, and behavior intention. 358 Korean respondents took part in this research using an online survey to assess the impacts of multidimensional CBE for online grocery. The outcomes reveal that environmental consciousness positively influences cognition and activation aspects of CBE. Additionally, activation, affection, and cognition aspects of CBE positively affect behavioral intention. Multi-group analysis is performed to identify the difference among customers in low and high customer characteristics. In addition, by demonstrating a role for CBE, this study adds to the existing literature on online grocery. Furthermore, the outcomes of this research provide direction for building marketing strategies for online groceries for marketers and practitioners.  相似文献   
9.
A widespread view in the ‘political budget cycles’ literature is that incumbent politicians seek to influence voters’ perceptions of their competence and/or preferences by using the composition of the fiscal budget as a signalling tool. However, little is known about whether voters actually receive and perceive the signal in that way. To empirically assess the relevance of the signalling channel at the municipal level, we conducted a survey among 2000 representative German citizens in 2018. Only a small fraction of voters feel well-informed about the fiscal budget signal and use the information it contains to decide whether to vote for the incumbent politician. Persons paying more attention to the signal sent by local politicians live in smaller municipalities, are more satisfied with their economic situation, are more educated, and do not feel that they are being electorally manipulated. Our analysis raises doubt about the relevance of budget composition as a signalling mechanism for voters at the local level.  相似文献   
10.
我国耕地撂荒机理及盘活对策研究   总被引:1,自引:0,他引:1  
基于遥感与抽样调查结合等手段从高分影像获取的2017年全国耕地撂荒数据表明,现阶段我国耕地撂荒呈现撂荒面积、撂荒率双增长,撂荒现象趋于普遍和由贫瘠、破碎地块向肥沃、连片耕地蔓延的新特征。自然环境、经济、社会、政策与制度都是当前城镇化进程中耕地撂荒趋势加剧的诱因。针对当前农户耕地撂荒的动因,撂荒耕地盘活对策:一是改善农田基础条件与设施,提升耕地综合质量;二是因地制宜调整耕地布局与产业结构,发展特色农业;三是推行多元化土地使用权转让,推进规模化经营;四是创新农产品销售、流通渠道,加速农产品市场价值转换;五是推行社区型、中心村型整合,全面实现乡村振兴目标;六是开展耕地撂荒盘活试验示范,分区分步组织实施。  相似文献   
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