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This study aimed to analyze existing problems in the dissemination and management of emergency information on social media platforms, improve social media users' experience regarding such information, increase the efficiency of emergency information dissemination and curb the spread of misinformation.

In this study, the emergency information quality on social media platforms was examined. Based on the evaluation principles of the quality of mature information, social media information characteristics and the rules of emergency information dissemination, combined with relevant academic research results, an index to evaluate the quality of emergency information on social media was constructed. In addition, the authors have introduced cloud theory as an information quality evaluation method and used social media users' emotional characteristics to assess information quality evaluation results. A comprehensive system for evaluating emergency information quality, including indexes, methods and detection strategies was established. Based on a comprehensive system, a case study was conducted on the forest fires in Sichuan Province and the African swine fever events as reported on the Zhihu platform. In accordance with the results of the case study, the authors expanded the research and introduced the emotional characteristics of social media users as an independent evaluation dimension to evaluate the quality of emergency information on social media.

The comprehensive system's effectiveness was verified through the case study. Further, it was found that users' emotional characteristics (reflected in their information behavior) are inconsistent with their evaluation of websites' information quality regarding major emergencies. Integrating users' emotional characteristics into the information evaluation system can enhance its effectiveness following major emergencies.

First, an evaluation index system of emergency information quality on social media about major emergencies was offered. Unlike the commonly available index system for information quality evaluation, this proposed evaluation index system not only accounted for the characteristics of social media, such as massive disordered information, multiple information sources and rapid dissemination, but also for the characteristics of emergency events, such as variability and the absence of precursors. This proposed evaluation index system enhances the pertinence of the information quality evaluation and compensates for the shortcoming that the current research only focuses on evaluating social media information quality in a broad context, but pays insufficient attention to major emergencies. Second, cloud theory was introduced as a method to evaluate the emergency information quality found on social media. Existing research has primarily included the use of traditional statistical methods, which cannot transform numerical values into qualitative concepts effectively. Various indeterminate factors inevitably affect the quality of emergency information on social media platforms, and the traditional methods cannot eliminate this uncertainty in the evaluation process. The method to assess emergency information quality based on cloud theory can effectively compensate for the gaps in the research and improve the accuracy of information quality assessment. Third, the inspection and the dynamic adjustment of assessment results are absent in the research on information quality assessment, and the research has relied principally on the information users' evaluation and has paid insufficient attention to their attitudes and behaviors toward information. Therefore, the authors incorporated users' emotional characteristics into the evaluation of emergency information quality on social media and used them to test the evaluation results so that the results of the information quality assessment not only include the users' explicit attitudes but also their implicit attitudes. This enhances the effectiveness of the information quality assessment system. Finally, through this case study, it was found that an inconsistency exists between user evaluation and user emotional characteristics after major emergencies. The reasons for this phenomenon were explained, and the necessity of integrating user emotional characteristics into information quality assessment was demonstrated. Based on this, the users' emotional characteristics were used as a separate evaluation dimension for assessing the quality of emergency information on social media. Compared with assessing the quality of general information, integrating the user's emotional characteristics into the evaluation index system can lead the evaluation results to include not only the users' cognitive evaluation but also their emotional experience, further enhancing their adaptability.

Despite brands’ growing use of social media, most research has overlooked the impact of brand perceptions, particularly that of a family brand identity and perceptions of authenticity. Often the purpose of a social media post is to positively change or enhance these perceptions and, consequently, increase a consumer’s purchase intentions. However, how a post influences purchase intentions, that is, the post-to-purchase journey, is not well understood. This study aims to investigate how characteristics of social media post influence purchase intentions through the mediated effects of social media engagement and perceptions of brand authenticity and how a family brand identity enhances this post-to-purchase journey.

Drawing on signalling theory, a sequential mediation model is devised, reflecting the post-to-purchase journey. Starting with identifying desirable characteristics of social media content, the sequential roles of social media engagement and brand authenticity and ending with purchase intentions – with the impact of family brand identity overlayed at each step. This model is analysed using partial least squares structural equation modelling and data from 227 UK consumers.

Four desirable characteristics of social media posts are affirmed – creativity, information, persuasion and inspiration. Each was theoretically justified as costly signals and captured different aspects of effective content, indicating their relative importance. The proposed post-to-purchase journey is supported, with family brand perceptions enhancing each step.

Addressing a need to look beyond current conceptualisations and theoretical underpinnings, this paper puts forward a post-to-purchase journey, incorporating brand-related perceptions, resulting in a deeper understanding of how social media builds purchase intentions.

Marketing and branding literature has provided important insights into the context, environment and individual factors that shape customer brand experience. However, a holistic view on context and environmental influence on enhancing brand experience, specifically in the online social media network context, has not been considered. In addition, main focus of the previous research is on antecedent and consequence of brand experience rather strategy for enhancing brand experience. This paper aims to propose a contingency model for enhancing brand experience to provide a more holistic framework in the uncertain and complex nature of online social media network.

The proposed framework is based on previous literature that is identified and integrated to propose effectiveness of the contingent determinants on brand experience in different interactional circumstances.

The proposed framework implies that brand characteristics and interactive complexities of online social media networks cause contingency to the marketers or brands’ strategic attempt in delivering superior brand experience in online social media network context. These forces are as follows: online social media network characteristic (interactivity); brands’ co-creation characteristics (consumers’ and stakeholders’ participation); brand’s technical and operational competency (brands’ knowledge, ease of interactive platform); internal human resource characteristics (employees’ behaviour, brands culture, brands reputation); and customer interactive characteristics (customer demographic characteristics, customer motivation, customer attitude). These identified forces can be optimized to formulate strategies in the interactive medium for enhancing brand experience.

This paper proposes a contingency model as well as research propositions that need to be validated and confirmed empirically. While narrowing down the current identified gap in brand experience literature by proposing a novel perspective to the concept, this research broadens and deepens understanding of the concept of brand experiences, how it is linked to the context and contextual factors. This contingency framework elucidates the resources that marketers, practitioners can use to enhance, limit or maintain all the dimensions within brand experience.

A holistic view on context and environmental influence on enhancing brand experience, specifically in the online social media network context, has not been considered so far. Although literature demonstrates the positive outcome of brand experience, little attention has been paid to enhancing customer brand experience, specifically in the context of online social media networks with various complex forces acting and influencing the way customers experience a brand.

Work-from-home (WFH) gained ground with COVID and will now continue to be a part of India’s future of work. Under WFH information and communication technologies (ICT) media become the primary/sole mode of communication for employees, which holds several implications for employers and employees. Therefore, this study aims to investigate the impact of ICT media characteristics and usage frequency on multiple WFH outcomes. Specifically studied was ICT media’s ability to support synchronicity or coordinated behaviours of individuals working together.

This work examined the effect of ICT media’s synchronicity-supporting ability and usage frequency on WFH employees’ need for competence and relatedness satisfaction, thereby wellbeing and preference to WFH. Data from 301 white-collar employees of varied manufacturing and services organizations of India was analysed via partial least squares structural equation modelling.

Achieving more synchronicity by frequently using ICT media that can better facilitate coordinated behaviours did not directly influence WFH employees’ feeling of belongingness (need for relatedness) or wellbeing. It did, however, positively affect their feeling of effectance (need for competence) and thereby wellbeing. However, unexpectedly, it negatively influenced preference to WFH more often.

This study has uniquely combined media synchronicity and self-determination theories to investigate the implications of a work practice on employee wellbeing and preferences. Also, an extensible media evaluation parameter was created that encompasses the characteristics and usage frequency of a set of ICT media.

Using the stressor‐strain model and media richness theory, this study seeks to investigate the relationship between receiving a harassing message via computer‐mediated communication and psychological health.

A sample of 492 individuals completed an online questionnaire. Three media characteristics are examined as potential moderators: media richness, anonymity of the harasser, and location where the victim received the harassing message.

The results suggest that virtual harassment is associated with diminished psychological health (both directly and mediated by fear of future harassment), and each media characteristic plays a role in understanding the level of fear of future harassment. Anonymity and location moderate the mediator's (fear) role in the stressor‐strain model.

This research addresses the need for explicit testing of the differentiating factors of various forms of workplace aggression as moderators. Specifically, media characteristics are relevant in the psychological experience of virtual harassment.

Virtual harassment appears to occur more frequently than face‐to‐face harassment, and often the two forms co‐occur. Implications for EAP counselors, computer usage and harassment policies are discussed.

This study is the first to examine how media richness, anonymity and location of harassing message impacts the individual outcomes of workplace non‐sexual virtual harassment. The results indicate that, while related to face‐to‐face harassment, virtual harassment appears to have more nuanced considerations for both practitioners and researchers.

The purpose of this study was to investigate the relationship between consumers' perceived media characteristics, telepresence, attitudes and adoption intention towards augmented reality (AR)-based virtual fitting rooms (VFRs). Additionally, the mediating effect of telepresence was examined.

Data were collected from 352 university students and analysed using structural equation modelling.

Empirical results suggest significant positive influences of media characteristics, including perceived interactivity and augmentation, on telepresence, which, in turn, influenced attitudes and adoption intention towards AR-based VFRs. Also, telepresence mediated the relationship between media characteristics and consumers' attitudes.

Data for this study were collected based on the subjects' one-time experience with a particular AR-based VFR. Therefore, the generalisation of the findings may be limited.

An important implication is that the enhancement of rendering interactive and augmented features is crucial for adoption of AR-based VFRs considering the key role of interactivity and augmentation in inducing telepresence, attitudes and adoption intention.

The paper empirically tested the importance of unique media characteristics, telepresence and attitudes in consumers' adoption of AR-based VFRs through the lens of the theory of interactive media effects.

This study analyzes the relationship between the characteristics of social media content, customer engagement (CE) and brand equity and investigates whether these relationships differ between national cultures.

We collect data from a variety of sources, including Interbrand, Facebook and financial statements, to validate the research model using partial least squares structural equation modeling.

The results revealed that owned media content had a stronger positive effect on CE than did earned media content. In addition, information richness was found to have a positive effect on CE, but links to additional information had a negative effect. In addition, CE positively affected brand equity. The national comparison analysis revealed a difference in the coefficients between the United States and Korea for most paths.

This study contributes to the relevant literature by finding evidence that OM has a stronger effect on CE than does EM. In addition, this study expands the related literature by clarifying the effects of information richness in a CE context and exploring differences determined by cultural dimensions. Most importantly, this study expands CE and international marketing literature by finding that the relationship between CE determinants and outcomes in a social media environment differs between national cultures.

This study explores the relationship between CE and social media content, which has not been sufficiently investigated in previous studies, by collecting actual social media data. In addition, unlike previous survey-based studies, we find evidence that CE contributes to brand equity at a corporate level. Finally, our exploratory analysis indicates that the relationship between the characteristics of social media content, CE and brand equity differs between national cultures.

Social media are channels of communication and relationship between consumers and brands. In this paper, the determinants of consumer engagement in firm-generated content on Facebook are examined in a higher education institutions (HEIs) context.

Data was collected from 1,981 Facebook brand posts of 16 Brazilian HEIs and thoroughly analyzed with seemingly unrelated regression (SUR).

The results indicated that the type of media does not increase the user's engagement. The emotional content, on the other hand, increases the number of likes and shares and not comments. An interaction between dimensions, type of media and content is relevant disclosed to increase engagement metrics, while characteristics related to the day and time of posting are not relevant.

This study analyzes the factors that influence consumer engagement in brand messages published on Facebook, in the context of higher education institutions. Specifically, the authors seek to examine the influence that emanates from the likes, comments and shares: (1) factors related to the type of media (interactivity and liveliness); (2) content-related factors (remuneration, emotional, entertainment and informational); and (3) factors related to posting (day of the week and time of day).

In the context of educational services, social media is increasingly present, remarkably in HEI marketing practices. Previous studies have shown that universities use social media (mainly Facebook) to promote interactivity with students. The study presents the key characteristics of the postings by the HEIs, with an emphasis on the liveliness, the interactivity of the media, and the information content of the posts. It stands out by the examination of the most relevant factors that influence Facebook engagement, and by providing evidence on the strength of the factors related to post features that influence user engagement.

The research contributes to the proposition and empirical test of a predictive model of consumer engagement on Facebook, which can predict engagement in an HEI context.

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-06-2020-0242

Drawing upon the Elaboration Likelihood Model, the purpose of this paper is to examine how the characteristics of social media moderate the effect of a firm’s apology on the attitude of its customers.

An online experiment including 360 active users of internet was employed to test the research model.

Results revealed that an after-crisis apology and firm reputation both have a positive effect on after-crisis user attitude toward the firm. Furthermore, the positive effect of apology becomes stronger as online media interactivity increases, whereas the positive effect of reputation becomes weaker.

This study included only one important characteristic of social media, and experimental scenarios were limited to car recall crisis. Considering that social media has so many platforms that may have different kinds of interactivity, further studies can be conducted to figure out the most suitable social media for firms to deal with an online crisis.

The results inform managers of the importance of after-crisis apology and firm reputation. It is worthwhile for managers to find out the levels of online media interactivity at which users focus on apology and reputation and accordingly conduct an effective online crisis management response strategy.

This study extends the literature on online crisis management and the literature on ELM by highlighting the role of online media interactivity in influencing the persuasive effectiveness of firm’s crisis response in the context of social media.