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Given the importance of the growing segmentation of ageing consumers and their increasing interaction with the Internet, digital marketing scholars are becoming more interested in this market. Prior research needs to pay more attention to this market in many contexts of digital marketing. This study aims to provide insights into ageing consumers’ content usage, content typology choices, and online brand advocacy (OBA).

Semi-structured interviews were applied, and 16 consumers from Southern Europe aged 55+ were included. The interviews were transcribed and examined following the principles of content analysis.

According to the research, older consumers display their usage and concerns regarding online content. They have different decision-making processes depending on whether they are purchasing products or services. Likewise, their choices of content typology vary based on the utilitarian or hedonic product category.

This study contributes to the literature by providing insights into this growing segmentation and proposing an OBA framework for older consumers related to content marketing. Finally, the study suggests that older consumers are passive online and active offline brand advocates.

This study aims to investigate the influence of the reviewed establishment’s price level and the user’s social network size and reputation status on consumers’ tendency to post more visual imagery content. Furthermore, it explores the moderating effects of user experiences and geographic distance on these dynamics.

This study adopts a multi-method approach to explore both the determinants behind the sharing of user-generated photos in online reviews and their internal mechanisms. Using a comprehensive secondary data set from Yelp.com, the authors focused on restaurant reviews from a prominent tourist destination to construct econometric models incorporating time-fixed effects. To enhance the robustness of the authors’ findings, the authors complemented the big data analysis with a series of controlled experiments.

The reviewed establishments price level and the users reputation status and social network size incite corresponding motivations conspicuous display “reputation seeking” and social approval motivating users to incorporate more images in reviews. “User experiences can amplify the influence of these factors on image sharing.” An increase in the users geographical distance lessens the impact of the price level on image sharing, but it heightens the influence of the users reputation and social network size on the number of shared images.

As a result of this study, high-end establishments can increase their online visibility by leveraging user-generated visual content. A structured rewards program could significantly boost engagement by incentivizing photo sharing, particularly among users with elite status and extensive social networks. Additionally, online review platforms can enhance users’ experiences and foster more dynamic interactions by developing personalized features that encourage visual content production.

This research, anchored in trait activation theory, offers an innovative examination of the determinants of photo-posting behavior in online reviews by enriching the understanding of how the intricate interplay between users’ characteristics and situational cues can shape online review practices.

Video streaming consumption has become a social and economic phenomenon in an age where the share of online entertainment has become larger and larger in the total entertainment pie. Besides the advancement of technology, the pandemic further contributed to its development. The aim of this study is to analyze the role of price consciousness, anti-socializing behavior and choice of content in shaping the video streaming consumption. Furthermore, we look at the moderating role of gender and marital status on the hypothesized relationships.

The data were collected from a sample of 533 Romanian respondents, and it was processed using Partial Least Square structural equation modeling. In addition, Necessary Condition Analysis was used to assess the necessity effect size of an independent variable for a specific outcome of a dependent variable.

We find that the main hypotheses are confirmed, and that gender as a moderating variable negatively influences the relationship between anti-socializing behavior and video streaming consumption.

Besides the main findings pertaining to video streaming consumption determinants, psychology scholars concerned about the relationship between anti-socializing behavior and video streaming consumption as a part of the total time spent online could also benefit from the current findings.

The results of this study will be helpful to industry players in designing their video streaming offer after taking into consideration the influence of the discussed variables on the consumption behavior.

While anti-socializing behavior drives consumers to a digital environment for which they control the settings, the content being streamed is a cultural product, influenced by society and its consumption immerses the viewer in the cultural mores of the time and place the content was created in or depicts; hence, anti-socializing behavior does not mean a complete break from society, but rather a different instantiation of people’s need to connect with their social environment.

The novelty of this research stands in the integration of anti-socializing behavior as an explanatory factor of video streaming consumption, which has not yet been used in models explaining online consumption so far.

Hedonic shopping is a growing phenomenon designed to enhance gamers’ virtual content shopping experience with increasing economic significance, yet limited attention has been dedicated to this area. Our study explores key hedonic motivations of virtual content shopping and how hedonic shopping value builds trust (trust in virtual content and trust in virtual retailers) that enhances the intention to pay for premium.

This research adopts a mixed-methods approach. Study 1 is qualitative; 19 semi-structured interviews were conducted with virtual game retail platform users. Study 2, based on the literature review and qualitative inquiry findings (obtained from Study 1), proposes a research model empirically validated by analyzing survey data administered to 437 online gamers from gaming zones, cybercafés and e-sports centers.

The results show that in-game shopping-related adventure-, gratification-, role- and idea-seeking motivations significantly influence gamers' perceived hedonic shopping value. In turn, perceived shopping value has a significant indirect effect through trust on gamers’ intention to pay for premium.

This research contributes to gaming literature by offering a comprehensive model that elucidates the role of hedonic shopping in increasing gamers’ trust, which explains purchase behavior in the virtual game retail context. The findings deepen the understanding of the game retailing landscape and offer strategies to build gamers’ trust, increase premium usage and retain existing spenders.

This study aims to explore children’s cognitions about data flows online and their understandings of algorithms, often referred to as algorithmic literacy or algorithmic folk theories, in their everyday uses of social media and YouTube. The authors focused on children ages 8 to 11, as these are the ages when most youth acquire their own device and use social media and YouTube, despite platform age requirements.

Nine focus groups with 34 socioeconomically, racially and ethnically diverse children (8–11 years) were conducted in California. Groups discussed data flows online, digital privacy, algorithms and personalization across platforms.

Children had several misconceptions about privacy risks, privacy policies, what kinds of data are collected about them online and how algorithms work. Older children had more complex and partially accurate theories about how algorithms determine the content they see online, compared to younger children. All children were using YouTube and/or social media despite age gates and children used few strategies to manage the flow of their personal information online.

The paper includes implications for digital and algorithmic literacy efforts, improving the design of privacy consent practices and user controls, and regulation for protecting children’s privacy online.

Research has yet to explore what socioeconomically, racially and ethnically diverse children understand about datafication and algorithms online, especially in middle childhood.

The purpose of this scoping rapid review was to identify and analyse existing qualitative methodologies that have been used to investigate K-12 teachers' lived experiences of adult cyber abuse as a result of student content “going viral” to propose a novel methodological stance incorporating the Australian Online Safety Act 2021.

A search of Google Scholar was conducted using keywords and phrases related to cyber trauma, teachers, qualitative methods and the Online Safety Act. Inclusion criteria for the review were: (1) published in English, (2) focused on teachers' experiences of online abuse and cyberbullying associated with viral posts and (3) employed a qualitative inquiry methodology. Full-text articles were obtained for those that met the inclusion criteria. Data were extracted and analysed using a PRISMA flowchart and inductive thematic analysis.

This methodology is considered to be justified, as the eSafety Commissioner's Safety-by-Design principles do not have any legal or regulatory enforceability, whereas the Online Safety Act 2021 provides the Australian eSafety Commissioner an avenue to drive greater algorithmic transparency and accountability.

The findings of this review informed the development of a novel methodological stance for investigating Australian teachers' lived experiences of adult cyber abuse associated with viral posts. It provides a methodological positioning to support trauma informed qualitative research into adult cyber abuse, informed by the work of the eSafety Commissioner and the Online Safety Act.

Cybertrauma is described as “any trauma that is a result of self- or, other-directed interaction with, mediated through, or from any electronic Internet/cyberspace ready device or machine learning algorithm, that results in impact now or the future” (Knibbs, 2021). It may result from the tracking of movement through various mobile phone features and applications such as location sharing, non-consensual monitoring of social media, and humiliation or punishment through the sharing of intimate images online, through to direct messages of abuse or threats of violence or humiliation. These actions are further perpetuated through automated searches, insights and recommendations on social media (i.e. engagement metrics promote memes, Facebook posts, Tweets, Tiktoks, Youtubes and so on). This is a novel methodology, as it not only considers direct cybertrauma but also automated forms of cybertrauma.

Previous research acknowledges the importance of stakeholders for destination branding. However, there is a lack of studies examining which specific online user discourses are triggered by stakeholder responses to destination brand communication. To address this gap, the purpose of this study is to analyze online user discourses initiated by stakeholder’s reactions to a destination image video and thus enhance knowledge on brand communication and management.

The authors investigated 2,187 online comments to 19 medial stakeholder reactions to a destination management organization (DMO) image video both by running a manual as well as a software-based content analysis. The explorative empirical study identifies seven major categories reflecting online user discourses triggered by stakeholder reactions to destination brand communication.

The explorative study indicates that stakeholder reactions to destination brand communication trigger online comments evolving within both the inner and outer tourism system. The discourse subjects, in turn, reflect both user-generated content of brand cocreation and brand codestruction. The findings expand literature in that previous studies on brand cocreation mainly refer to service encounters.

By identifying which online user discourses are triggered by stakeholder reactions to DMO brand communication, the authors provide managerial implications. Specifically, the authors suggest guidelines for all stages of destination communication campaigns to support online user discourses reflecting brand value cocreation and preventing brand value codestruction.

The study responds to a lack of research on online user discourses initiated by stakeholder reactions to DMO brand communication. Contrary to previous studies, the authors identify specific online user discourses relating not only to the inner but also to the outer tourism interest system. Revealed discourses, in turn, reflect brand cocreation and brand codestruction.

先前的研究确认了利益相关者对于目的地品牌塑造的重要性。然而, 目前缺乏研究探讨利益相关者对目的地品牌传播的反应, 会引发哪些特定的线上使用者论述。针对这个缺口, 本研究分析由利益相关者对目的地形象影片的反应所引发的线上使用者论述, 进而增进品牌传播与管理的知识。

作者通过手动和软件内容分析, 调查了 2,187 条在线评论, 涉及 19 个媒体利益相关者对目的地管理组织形象视频的反应。这项探索性实证研究确定了七个主要类别, 反映了利益相关者对目的地品牌传播的反应所引发的在线用户讨论。

本探索性研究表明, 利益相关者对目的地品牌传播的反应, 引发了在旅游系统内部和外部演变的在线评论。话语主体反过来反映了用户生成的品牌共创和品牌共建内容。 以往关于品牌共创的研究主要涉及服务接触, 而我们的研究结果拓展了这一研究领域。

通过确定利益相关者对目的地管理组织品牌传播的反应引发的在线用户话语, 我们提供了管理方面的启示。具体来说, 我们为目的地传播活动的各个阶段提出了指导方针, 以支持反映品牌价值共创和防止品牌价值共毁的在线用户话语。

我们的研究回应了由利益相关者对目的地管理组织品牌传播的反应所引发的线上使用者论述研究的缺乏。与先前的研究相反, 我们发现特定的线上使用者论述不仅与内部旅游利益体系有关, 也与其外部有关。所揭示的论述反过来反映了品牌共创和品牌共建。

Investigaciones anteriores reconocen la importancia de las partes interesadas en la creación de marcas de destino. Sin embargo, faltan estudios que examinen si los discursos específicos de los usuarios en línea son desencadenados por las respuestas de las partes interesadas a la comunicación de la marca de destino. Para colmar esta laguna, el presente estudio analiza los discursos de los usuarios en línea iniciados por las reacciones de los grupos de interés a un vídeo de imagen de un destino, mejorando con esto los conocimientos sobre comunicación y gestión de marcas.

Los autores investigan 2.187 comentarios en línea a 19 reacciones de grupos de interés mediáticos a un vídeo de la imagen de una OMD mediante un análisis de contenido tanto manual como basado en software. El estudio empírico explorativo identifica siete categorías principales que reflejan los discursos de los usuarios en línea desencadenados por las reacciones de las partes interesadas a la comunicación de la marca de destino.

El estudio exploratorio indica que las reacciones de las partes interesadas a la comunicación de la marca del destino desencadenan comentarios en línea que evolucionan dentro del sistema turístico interno y externo. A su vez, los temas del discurso reflejan tanto el contenido generado por los usuarios como la cocreación y la codestrucción de la marca. Nuestros hallazgos amplían la literatura en el sentido de que los estudios anteriores sobre cocreación de marcas se refieren principalmente a encuentros de servicios.

Al identificar qué discursos en línea de los usuarios desencadenan las reacciones de las partes interesadas a la comunicación de marca de los OMD, aportamos implicaciones para la gestión. En concreto, sugerimos directrices para todas las fases de las campañas de comunicación de los destinos, con el fin de apoyar los discursos en línea de los usuarios que reflejan la cocreación del valor de la marca y evitar la codestrucción de dicho valor.

Nuestro estudio responde a la falta de investigación sobre los discursos en línea de los usuarios iniciados por las reacciones de las partes interesadas a la comunicación de marca de las OMD. A diferencia de estudios anteriores, identificamos discursos específicos de usuarios en línea relacionados no sólo con el sistema de intereses turísticos interno, sino también con el externo. Los discursos revelados reflejan a su vez la cocreación y la codestrucción de la marca.

This study aims to examine the younger generations’ experiential consumption of foreign contemporary music online (i.e. digital music streaming services) by generation and gender in the US market.

The author proposes a sequential experiential consumption model by applying Jacoby’s refined stimulus-organism-response (S-O-R) theory to better understand the experiential sequences in foreign music consumption among young generations in the US market. The proposed model, using structural equation modeling (SEM), examines a cognitive permeable role and a hierarchical affective mediating role. Also, moderating roles of generation and gender are simultaneously tested in overall and specific causal relationships.

The refined S-O-R framework is superior to a linear one in better understanding young consumers’ online experiential foreign music consumption behavior. Moreover, hierarchical sequenced affective organismic behavior is crucial to enhance young consumers’ online music consumption experiences to regulate subsequent behavioral responses. Furthermore, gender differences but no generational differences exist in the experiential consumption process among young consumers. Nevertheless, the strength of S-O-R factors affecting experiential consumption seems idiosyncratic simultaneously in gender and generation.

The study suggests foreign music streaming services boost profitability by focusing on young consumers' psychological ownership and tailored experiences, encouraging a shift from freemium to premium subscriptions. Also, the findings recommend adopting phygital experiences using technologies like AR, VR and MR to enhance engagement and create unique, emotionally resonant experiences for young consumers, thus fostering a more profitable business model.

The authors address under-researched topics relevant to young generations by applying Jacoby’s refined S-O-R framework to foreign music consumption through online streaming. This approach delves into a lesser-explored consumer behavior framework, highlighting young generations’ musical trends. The model reveals cognitive and affective roles, offering advantages over traditional linear S-O-R models. It also uniquely incorporates the moderating effects of generation and gender in music consumption studies, addressing a gap in music-related studies.

Users' knowledge contribution behaviors are critical for online Q&A communities to thrive. Well-organized question threads in online Q&A communities enable users to clearly read existing answers and their evaluations before contributing. Based on the social comparison and peer influence literature, the authors examine peer influence on the informativeness of knowledge contributions in competitive settings. The authors also consider three levels of moderating factors concerning individuals' perception of competitiveness: question level, thread level and contributor level.

The authors collected data from one of the largest online Q&A communities in China. The hypotheses were validated using hierarchical linear models with cross-classified random effects. The generalized propensity score weighting method was employed for the robustness check.

The authors demonstrate the peer influence due to social comparison concerns among knowledge contribution behaviors in the same question thread. If more prior knowledge contributors choose to contribute long answers in the question thread, the subsequent contributions are more informative. This peer influence is stronger for factual questions and questions with higher popularity of answering but weaker in recommendation-type and well-answered questions and for contributors with higher social status.

This research provides a new cue of peer influence on online UGC contributions in competitive settings initiated by social comparison concerns. Additionally, the authors identify three levels of moderating factors (question level, thread level and contributor level) that are specific to online Q&A settings and are related to a contributor's perception of competitiveness, which affect the direct effect of peer influence on knowledge contributions. Rather than focus on motivation and quality evaluation, the authors concentrate on the specific content of online knowledge contributions. Peer influence here is not based on an actual acquaintance or a following relationship but on answering the same question. The authors also illustrate the competitive peer influence in subjective and personalized behaviors in online UGC communities.

This exploratory research seeks to clarify the role of cultural organisations as knowledge-intensive public organisations (KIPOs) and the trend of digital content creation in museum sectors and national strategies through a country case study. It aims to provide a deeper understanding and analysis of museums' roles as KIPOs, specifically focusing on their digitalisation and digital content development for service delivery. Digital technology utilisation in the museum sector has amplified the significance of digital content, not only because of the increasing use of digital technologies among the public but also because it provides attractive new content to appeal to customers, as well as more efficient knowledge management and knowledge reproduction tools for KIPOs. Thus, this paper analyses digital content creation in the museum sector and policy frameworks to provide insights into the role of museums as KIPOs by utilising digital technologies.

We conducted literature review on six keywords, combination of “cultural institution”, “museum”, “digitalization”, “digital content”, and “ICT” to understand the digitalisation of museums amongst academic papers, then used a case study to figure out the common issues as well as case-specific features of these digital offerings through analysis of the digital platforms of museums. Specifically, we choose the case of South Korea, its national strategies and budget allocations and the museum sectors in the country. Thus, the secondary data analysis was provided by the official channels, such as documents from government agencies, media sources, such as articles from newspapers and magazines and academic works of literature, such as papers in scientific journals.

This paper reveals the research trend in museums' digitalisation, especially through the case study, how the South Korean government has argued digital content development in museum sectors through their national strategies and budget allocations, and the trend of museums' digital offerings since 2021. This paper thus presents a novel contribution to the field by delving into the research trend in digitalisation and digital content development in the museum sector and analysing the South Korean government's national strategies and budget allocation in this context. The literature review shows that the digitalisation of museums has increased research interest in the last few years in limited areas. South Korea has allocated budgets and policies to encourage digital content creation in museums, and this study identifies an increase in digital content creation in the museum sector.

The paper chose one-country case study, that of South Korea; thus, there are representative limitations and thus in terms of generalisation of the results. Further research with case studies from other countries and comparative studies are required.

This study highlights the importance of digitalisation and digital content development in the museum sector through government policies, strategies and financial investment.

It highlights the importance of digitalisation and the introduction of digital contents amongst museums to gain new visitors and change the relationship between the institutions and the customers.

It deals with the digitalisation of museums as KIPOs and it is a new and relevant topic per se. This study enhances the understanding of the museum sector’s digital content development and national policies to support its activities. It provides insights into the utilisation of digital technologies in cultural institutions for digital service delivery in public organisations.