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The purpose of this paper is to draw on social exchange theory and heuristic–systematic model to examine how peer-to-peer (P2P) lending firms can enhance their customer acquisition by achieving mobile social media popularity.

Content data collected from multiple sources (websites and mobile applications) were employed to validate the research model.

The mobile social media popularity of P2P lending firms positively influences their customer acquisition. Furthermore, the heuristic cues (i.e. source credibility and content freshness) and the systematic cue (i.e. transaction relevance) potentially affect the firms’ mobile social media popularity.

Mobile social media is not only a platform for firms’ image-building but a critical means of acquiring actual customers. The appropriate use of heuristic–systematic cues in a mobile interface is useful for firms to achieve high user popularity despite the challenges derived from the mobile context.

To achieve higher user popularity in the competitive online world, firms should dedicate greater effort in determining the adequate heuristic–systematic cues designed for the interface of their mobile social media account. The effect of popularity can then help the firms acquire more customers.

This study extends the understanding of social exchange in the context of mobile social media accounts and enriches the knowledge on business value of mobile social media popularity. This paper also contributes to the literature by relating heuristic–systematic cues to firms’ mobile social media popularity.

This study is based on the heuristic-systematic model (HSM) to dynamically examine the effect of review variance on sales and the boundary conditions that mitigate this effect.

Based on the theoretical domain of HSM, a conceptual model is proposed that analyzes the nonlinear relationship between review variance and sales and the interaction and motivation factors that moderate these relationships. Review data from websites targeting the film industry in the USA and South Korea (Korea) were collected to empirically analyze the authors' hypothesis, and panel regression analysis was used for confirmation.

Moderated by interactive and motivational factors, review variance exhibits an inverse-U-shaped relationship with review variance. Specifically, as an interaction factor, review valence and owned social media (OSM) resulted in positive interaction effects, and as a motivation factor, the number of alternatives exhibited a positive interaction effect with review variance. The effect of review variance was less pronounced in the USA than in Korea.

The study outcomes reveal a nonlinear relationship between review variance and sales, thus supporting the contradictory findings of previous studies. This study contributes to the literature by using the HSM as a theoretical framework to verify various HSM mechanisms using online review data. This exploratory study also contributes to the international marketing literature by showing that the effects of review variance vary across cultures.

This study aims to reveal the triggering mechanism and boundary conditions of tourists’ cross-border travel anxiety (CBTA) from different crisis information sources.

Drawing on the heuristic-systematic model (HSM), this study constructs a theoretical formation path of tourists’ CBTA. Based on competence-based and moral-based crises, hypotheses were examined through three situational experiments, targeting Chinese and Malaysian potential tourists.

Organization-released crisis information triggers higher tourists’ CBTA than government ones, with perceived uncertainty mediating it. Crisis communication message appeals (CCMAs) (rational vs emotional) negatively moderate the above relationships. Rational CCMAs work for governmental crisis communication, while emotional CCMAs work for organizational ones.

This study proposes a heuristic cross-border tourism crisis information dissemination strategy for destination management organizations and highlights the advantages of CCMAs in preventing secondary crises.

This study reexamines the cause-and-effect and the intervention mechanisms of tourists’ reactions to crisis information, which expands the cross-border tourism crisis management research and the application of the HSM in such a context.

本研究旨在从不同的危机信息源中揭示游客跨境旅行焦虑的触发机制和边界条件。

本研究借鉴启发式-系统式模型（HSM）, 构建了游客跨境旅游焦虑的理论形成路径。基于能力型和道德型目的地危机事件, 以中国及马来西亚潜在游客为例, 通过三组情境实验验证所提出的假设。

与政府发布的危机信息相比, 组织发布的危机信息会引发更高的游客跨境旅游焦虑, 而感知不确定性会对该路径起到中介作用。危机沟通信息诉求（理性vs.感性）对上述关系起负向调节作用。理性的信息诉求适用于政府危机沟通, 而感性的信息诉求适用于组织危机沟通。

本研究为目的地管理组织提出了启发式跨境旅游危机信息传播策略, 并强调了危机沟通信息诉求在预防二次危机方面的优势。

本研究重新审视了游客对危机信息反应的因果关系和干预机制, 拓展了跨境旅游危机管理研究和HSM在此背景下的应用。

Este estudio pretende revelar el mecanismo desencadenante y las condiciones límite de la ansiedad de los turistas ante los viajes transfronterizos (CBTA) a partir de diferentes fuentes de información sobre crisis (CIS).

Basándose en el modelo heurístico-sistemático (HSM), este estudio construye una vía teórica de formación de la CBTA de los turistas. A partir de las crisis basadas en la competencia y en la moral, se examinaron las hipótesis mediante tres experimentos situacionales, dirigidos a turistas potenciales chinos y malayos.

La información sobre crisis difundida por organizaciones desencadena una mayor CBTA de los turistas que la gubernamental, con la incertidumbre percibida como mediadora. Los recursos de los mensajes de comunicación de crisis (CCMA) (racionales frente a emocionales) moderan negativamente las relaciones anteriores. Los CCMA racionales funcionan para la comunicación de crisis gubernamental, mientras que los CCMA emocionales para las organizativas.

Los resultados proponen que las organizaciones de gestión de destinos (OGD) deberían considerar estrategias heurísticas a la hora de difundir información sobre crisis turísticas transfronterizas. Prestar atención al efecto diferencial de las CCMA ayuda a prevenir crisis secundarias.

Este estudio reexamina la causa-efecto y los mecanismos de intervención de las reacciones de los turistas a la información sobre crisis, lo que amplía la investigación sobre la gestión de crisis turísticas transfronterizas y la aplicación de la HSM en dicho contexto.

Online reviews in online health communities (OHCs) have been a vital information source for patients. The extant literature on the bias effects of helpful reviews mainly concentrates on traditional e-commerce, whereas research on OHCs is still rare. Thus, based on the heuristic-systematic model (HSM), this research explores how two unique reviewer characteristics in OHCs, which may induce attribution bias and confirmation bias, affect review helpfulness and how review length moderates these relationships.

This research analyzed 130,279 reviews collected from haodf.com (one of the representative OHCs in China) by adopting the negative binomial regression to test our research model.

The results indicate that reviewer cured status positively influences review helpfulness, whereas reviewer recommendation source negatively affects review helpfulness. Moreover, the effects of the two reviewer cues on review helpfulness will be weaker for longer reviews.

First, as one of the initial attempts, the current study investigates the effects of confirmation bias and attribution bias of online reviews in OHCs by exploring the effects of two unique reviewer characteristics on review helpfulness. Second, the weakening moderating effects of review length on the two bias effects provide empirical support for the theoretical arguments of the HSM in OHCs.

The purpose of this paper is to propose a conceptual model to investigate the determinants of information retweeting in microblogging based on Heuristic‐Systematic Model.

Microblogging data about emergency events from Sina microblogging (http://weibo.com) are collected and analyzed with text mining technology. The proposed hypotheses are tested with logistic and multiple linear regressions.

The results show that source trustworthiness, source expertise, source attractiveness, and the number of multimedia have significant effects on the information retweeting. In addition, source expertise moderates the effects of user trustworthiness and content objectivity on the information retweeting in microblogging.

This study provides an in‐depth understanding of what makes information about emergency events in microblogging diffuse so rapidly. Based on these findings the emergency management organizations in China can apply the microblogging to spread useful information, and these findings also provide practical implications for microblogging system designers.

The primary value of this paper lies in providing a better understanding of information retweeting in microblogging based on Heuristic‐Systematic Model. Organizations that would like to adopt the microblogging platform in emergency situations to improve the ability of emergency response can benefit from the findings of this study.

Free knowledge sharing in the online health community has been widely documented. However, whether free knowledge sharing can help physicians accumulate popularity and further the accumulated popularity can help physicians attract patients remain unclear. To unveil these gaps, this study aims to examine how physicians' popularity are affected by their free knowledge sharing, how the relationship between free knowledge sharing and popularity is moderated by professional capital, and how the popularity finally impacts patients' attraction.

The authors collect a panel dataset from Hepatitis B within an online health community platform with 10,888 observations from April 2020 to August 2020. The authors develop a model that integrates free knowledge sharing, popularity, professional capital, and patients' attraction. The hierarchical regression model is used to for examining the impact of free knowledge sharing on physicians' popularity and further investigating the impact of popularity on patients' attraction.

The authors find that the quantity of articles acted as the heuristic cue and the quality of articles acted as the systematic cue have positive effect on physicians' popularity, and this effect is strengthened by physicians' professional capital. Furthermore, physicians' popularity positively influences their patients' attraction.

This study reveals the aggregation of physicians' popularity and patients' attraction within online health communities and provides practical implications for managers in online health communities.

The helpfulness vote is a type of aggregate user representation that, by measuring the quality of an online review based on certain criteria, can allow readers to find helpful reviews more quickly. Although widely applied in practice, the effectiveness of the voting mechanism is unsatisfactory. This paper uses the heuristic–systematic model and the theory of dynamics of reviews to shed light on the effect of various information cues (product ratings, word count and product attributes in the textual content of reviews) on online reviews’ aggregative voting process. It proposes a conceptual model of seven empirically tested hypotheses.

A dataset of user-generated online hotel reviews (n = 6,099) was automatically extracted from Ctrip.com. In order to measure the variable of product attributes as a systematic cue, the paper uses Chinese word segmentation, a part-of-speech tag and word frequency statistics to analyze online textual content. To verify the seven hypotheses, SPSS 17.0 was used to perform multiple linear regression.

The results show that the aggregative process of helpfulness voting can be divided into two stages, initial and cumulative voting, depending on whether voting is affected by the previous votes. Heuristic (product ratings, word count) and systematic cues (product attributes in the textual content) respectively exert a greater impact on the two stages. Furthermore, the interaction of heuristic and systematic cues plays an important role in both stages, with a stronger impact on the cumulative voting stage and a weaker one on the initial stage.

This paper’s findings can be used to explore improvements to helpfulness voting by aligning it with an individual’s information process strategy, such as by providing more explicating heuristic cues, developing different methods of presenting relevant cues to promote the voting decision at different stages, and specifying the cognitive mechanisms when designing the functions and features of helpfulness voting.

This study explores the aggregative process of helpfulness votes, drawing on the study of the dynamics of online reviews for the first time. It also contributes to the understanding of the influence of various information cues on the process from an information process perspective.

Knowledge adoption is the key to effective knowledge exchange in virtual question-and-answer (Q&A) communities. Although previous studies have examined the effects of knowledge content, knowledge source credibility and the personal characteristics of knowledge seekers on knowledge adoption in virtual Q&A communities from a static perspective, the impact of answer deviation on knowledge adoption has rarely been explored from a context-based perspective. The purpose of this study is to explore the impact of two-way deviation on knowledge adoption in virtual Q&A communities, with the aim of expanding the understanding of knowledge exchange and community management.

The same question and the same answerer often yield multiple answers. Knowledge seekers usually read multiple answers to make adoption decisions. The impact of deviations among answers on knowledge seekers' knowledge adoption is critical. From a context-based perspective, a research model of the impact of the deviation of horizontal and vertical answers on knowledge adoption is established based on the heuristic-systematic model (HSM) and empirically examined with 88,287 Q&A data points and answerer data collected from Zhihu. Additionally, the moderation effects of static factors such as answerer reputation and answer length are examined.

The negative binomial regression results show that the content and emotion deviation of horizontal answers negatively affect knowledge seekers' knowledge adoption. The content deviation of vertical answers is negatively associated with knowledge adoption, while the emotion deviation of vertical answers is positively related to knowledge adoption. Moreover, answerer reputation positively moderates the negative effect of the emotion deviation of horizontal answers on knowledge adoption. Answer length weakens the negative correlation between the content deviation of horizontal and vertical answers and knowledge adoption.

This study extends previous research on knowledge adoption from a static perspective to a context-based perspective. Moreover, information deviation is expanded from a one-way variable to a two-way variable. The combined effects of static and contextual factors on knowledge adoption are further uncovered. This study can not only help knowledge seekers identify the best answers but also help virtual Q&A community managers optimize community design and operation to reduce the cost of knowledge search and improve the efficiency of knowledge exchange.

This study aims to investigate the promoting effects of the quantity and quality of online review user-generated photos (UGPs) on perceived review usefulness. The research further tests the hindering effect of human facial presence in review photos on review usefulness.

Based on review samples of restaurants in a tourist destination Las Vegas, this study used an integrated method combining a machine learning algorithm and econometric modeling.

Results indicate that the number of UGPs depicting a restaurant’s food, drink, menu and physical environment has positive impacts on perceived review usefulness. The quality of online review UGPs can also enhance perceived review usefulness, whereas facial presence in these UGPs hinders perceived review usefulness.

Findings suggest that practitioners can implement certain tactics to potentially improve consumers’ willingness to share more UGPs and UGPs with higher quality. Review websites could develop image-processing algorithms for identifying and presenting UGPs containing core attributes in prominent positions on the site.

To the best of the authors’ knowledge, this study is the first to present a comprehensive analytical framework investigating the enhancing or hindering roles of review photo quantity, photo quality and facial presence in online review UGPs on review usefulness. Using the heuristic-systematic model as a theoretical foundation, this study verifies the additivity effect and attenuation effect of UGPs’ visual elements on judgements of online review usefulness. Furthermore, it extends scalable image data analysis by adopting a deep transfer learning algorithm in hospitality and tourism.

The purpose of this paper is to investigate the effect of game-speed on brand attitude and mediating role of thought favorability in the speed-attitude relationship in the context of in-game advertising (IGA). Specifically, this investigation employs the Limited Capacity Model of Attention and the heuristic-systematic model to explain the conditions under which in-game brand placements form favorable or unfavorable thoughts about the game and the embedded brand, and subsequent brand attitude.

In total, 78 student-gamers participated in the study. One-tailed independent-samples t-tests and a path analysis were used for hypothesis testing.

Results revealed that fast-paced games resulted in higher thought favorability and more favorable brand attitude than the slow-paced games. Furthermore, the results also showed that thought favorability mediated the relationship of game-speed and brand attitude among Indian gamers.

This paper adds to advertising literature from a non-traditional advertising perspective, primarily in the context of IGA, and explains the role played by game-speed as an antecedent to thought favorability that adds value to thought favorability and brand attitude relationship. Also, the study provides an important implication for the marketers that to generate more positive brand attitudes and high favorable thoughts, advertisers and game-developers must focus on high-speed games.

This study is the first in its stream toward understanding the mediating role of thought favorability in determining the persuasion effect on Indian gamers’ brand attitude in the context of online advertising from attention and elaboration perspectives.