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- W4311172317 endingPage "104696" @default.
- W4311172317 startingPage "104696" @default.
- W4311172317 abstract "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." @default.
- W4311172317 created "2022-12-24" @default.
- W4311172317 creator A5010148185 @default.
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- W4311172317 creator A5078478775 @default.
- W4311172317 creator A5090270861 @default.
- W4311172317 date "2023-06-01" @default.
- W4311172317 modified "2023-10-17" @default.
- W4311172317 title "The interaction effect of emoji and social media content on consumer engagement: A mixed approach on peer-to-peer accommodation brands" @default.
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