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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 paper aims to bridge the gap by understanding the context of ageing consumer behaviour in the online community. Specifically, this research seeks to identify which content typologies are critical to generating high engagement levels and, consequently, online brand advocacy and to understand the underlying motivation behind consumer online engagement.

A netnographic approach was used to comprehensively analyse older consumers’ online communities on Facebook, namely, “Silversurfers”. A total of 3,991 posts were included in the study and analysed using a content analysis approach over two years, from 2020 to 2022.

Results revealed that photography is the most active media type among older consumers. This study extends the literature on content marketing, identifying 17 new content types that reflect the four motivation states of older consumers to engage with the online community: cognitive/informative oriented, affective/emotional oriented, co-creation/interactive oriented and nostalgic oriented. Moreover, this investigation stressed affective/emotional oriented and nostalgic oriented as the primary motivations for higher engagement levels.

The older population is growing, which makes the ageing market potentially huge. However, more literature needs to address it, especially in online communities. Finally, to the best of the authors’ knowledge, this study develops an original content typology framework in which firms can consider implementing effective content typology strategies for the older consumer segment.

Since the success of online communities depend on physicians' participation, understanding factors that influence community participation and content contribution are critical for online health communities (OHCs). Drawing on the self-determination theory (SDT), an empirical model was proposed to explore the effects of social returns and economic returns on physicians' community participation, private content contribution and public content contribution, and the moderating effect of their online seniority. This paper aims to address these issues.

Empirical data of 4,343 physicians were collected from a Chinese OHC, and ordinary least squares (OLS) and negative binomial regression models were employed to verify the proposed theoretical model.

The authors’ results indicate that both social and economic returns have a positive effect on physicians' community participation and private content contribution, and their online seniority strengthens the positive effects of economic returns on community participation and private content contribution.

The authors’ research extends physicians' community participation by dividing content contribution into private and public, and enhances our understanding of the determinants of physicians' participation in OHCs by exploring the effects of social and economic returns, as well as the moderating effect of online seniority. Their findings contribute to the literature on e-Health and user participation, and provide management implications for OHC managers.

The peer review history for this article is available at https://publons.com/publon/10.1108/OIR-11-2021-0615/

This study aims to explore the relationship between the content characteristics of destination online reviews and travel intention under three individual circumstances: temporal distance, social distance and experiential distance.

Based on construal-level theory (CLT), this study divides online travel reviews into concrete and abstract reviews. Three experiments were conducted to test the moderating effects of temporal distance, social distance and experiential distance on the influence of review content characteristics on tourists' travel intentions.

The results show that abstract reviews would lead to higher travel intentions than concrete reviews. Furthermore, tourists' travel intentions differed depending on social distance and were significantly affected by reviews posted by reviewers similar to review recipients. In addition, the study contributes by discovering that the moderating effects of temporal distance, social distance and experiential distance were not significant, which differs from most of the previous research conclusions.

This study focused on review content characteristics, which provided a novel perspective for constructing online travel reviews. Furthermore, this research defined the concept of experiential distance in the context of online travel and expanded the research on psychological distance.

Enterprises build online product community to expect users to contribute: opinion sharing (content contribution) and product consumption (product contribution). Previous literature rarely focused on both. The purpose of this paper is to explain user contribution mechanism by identifying content contribution and product contribution.

This research chose Xiaomi-hosted online product community (bbs.xiaomi.cn) and Huawei-hosted online product community (club.huawei.com) where users can freely share ideas and buy products at the same time. Data were crawled from 109,665 community users to construct dependent variable measurement, and 611 questionnaires were used to verify research hypotheses.

The results indicate that both cognitive needs and personal integration needs have a significant positive impact on browse behavior; social integration needs and hedonic needs have a significant positive impact on content contribution behavior. Browse behavior not only directly affects but also indirectly influences product contribution through content contribution behavior.

Findings of this research provide community managers with useful insights into the relationship between content contribution and product contribution.

This study explains the formation mechanism of user product contribution and reveals the relationship between user content contribution and product contribution in online product community. This paper provides a different way of theorizing user contributions by incorporating uses and gratifications theory into the “Motivation-Behavior-Result” framework.

Recent research suggests that more than two-thirds of people use online reviews to find a new primary care physician (PCP). However, it is unclear what role review content plays when a patient uses online reviews to decide about a new PCP. This paper aims to understand how a review's content, related to competence (communication and technical skills) and benevolence (fidelity and fairness), impacts patients’ trusting intentions to select a PCP. The authors build the model around information diagnosticity, construal level theory and valence asymmetries and use review helpfulness as a mediator and review valence as a moderator in this process.

The authors use two experimental studies to test their hypotheses and collect data through prolific.

The authors find that people have a harder time making inferences about the technical and communication skills of a PCP. Reviews about fidelity are perceived as more helpful and influential in building trust than reviews about fairness. Overall, reviews about the communication skills of a PCP have stronger effects on trusting intentions than other types of reviews. The authors also find that positive reviews are perceived as more helpful for the readers than negative reviews, but negative reviews have a stronger impact on patients' trust intentions than positive ones.

The authors identify how online reviews about a PCP’s competency and benevolence affect patients’ trusting intentions to choose the PCP. The implication of findings of this study for primary medical practice and physician review websites is discussed.

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.

Nation branding efforts are carried out by means of communication. The element, which is the object of communication tools, must have an analogical connection with nation branding. The object of analogy should have attractive features that will strengthen the nation brand. Online tourism content, which has the quality to add value to nation branding, can produce a strong analogy. Online tourism content can easily be internalized in a positive way, as it creates attractive connotations such as memories, entertainment, holidays, etc. in the mind of the audience. In this direction, the research aims to reveal that the online tourism brand is a strategic transmission tool of nation branding.

The research study was carried out with the semiotics method. Content analysis has been made for the videos of GoTürkiye, Turkey's tourism brand, on YouTube.

Research findings show that content covering a large part of Turkey has been created. Messages to be given in the content; it is that Turkey has authentic and attractive elements and hosts international events. The content on GoTürkiye's YouTube has reached a significant number of views.

The research aims to reveal how to build an online nation brand through online tourism brands. In this respect, it is thought that the results can guide the politicians or marketers responsible for nation branding.

The idea of how to build an online nation branding through online tourism brands remains unclear. In this respect, the research demonstrates its original value in proposing a model that will contribute to online nation branding.

To provide human judgment input for computer algorithm development, this study examines the relative importance of source, content, and style cues in predicting the truthfulness ratings of two common types of online health information: news stories and institutional news releases.

This study employed a multi-method approach using (1) a manual content analysis of 400 randomly selected online health news stories and news releases from HealthNewsReview.org and (2) an online experiment comparing truthfulness ratings between news stories and news releases.

Using content analysis, the authors found significant differences in the importance of source, content, and style cues in predicting truthfulness ratings of news stories and news releases: source and style cues predicted truthfulness ratings better than content cues. In the experiment, source credibility was the most important predictor of truthfulness ratings, controlling for individual differences. Experts have higher ratings for news media stories than news releases and lay people have no differences in rating the two news formats.

It is important for health educators to curb consumer trust in misinformation and increase health information literacy. Rather than solely reporting scientific evidence, educators should focus on addressing cues people use to judge the truthfulness of health information.

This is the first study that directly compares human judgments of health news stories and news releases. Using both the breadth of content analysis and experimental causality testing, the authors evaluate the relative importance of source, content, and style cues in predicting truthfulness ratings.

Despite increasing public attention and media coverage of the Covid-19 pandemic, little research was conducted on how the crisis affected accountability practices in the not-for-profit sector. This study focusses on international non-governmental organisations (INGOs) that operate in emerging economies worldwide but are registered in England and Wales and examines how their online accountability practices changed after the Covid-19 pandemic. The purpose of this paper is to address these issues.

The authors use the theoretical lens of the situational crisis communication theory (SCCT) and a contingency approach to not-for-profit governance in order to assess how accountability practices have been shaped by the response given by INGOs to preserve their reputation which is argued to be damaged by the COVID-19 pandemic. They use Dumont's (2013) nonprofit virtual accountability index (NPVAI) for statistical analysis. They examine whether the five dimensions of the NPVAI have changed significantly as a policy of response to the Covid-19 pandemic. They also examine the documents used to disclose information on performance, governance and mission to understand if their content was affected by the pandemic.

The authors found two of the NPVAI dimensions: accessibility and engagement to be statistically different compared to before the pandemic. They also examined the documents used to disclose information on performance, governance and mission in order to understand if their content were affected by the pandemic. Their findings suggest that INGOs focussed on keeping their donors' attention and their fund flow rather than informing how they performed and how their governance has changed as a result of the pandemic. No statistically significant change was found regarding the dimensions of performance, governance and mission.

INGOs which focus on humanitarian relief and crises management mainly in emerging economies were also affected by the pandemic. However little attention has been given to how accountability was being shaped by the Covid-19 pandemic. An analysis of how not-for-profit sector accountability practices were affected by the pandemic is, therefore, needed. Due to the nature of the pandemic online accountability practices is an area where research could focus on, until now few studies have been conducted on online accountability. The study contributes methodologically by assessing the applicability of the NPVAI for comparisons across different time periods rather than across different types of organisation at a specific point in time. The authors conclude that the NPVAI must be supplemented by some analysis of the content of key online documents and other material.

The authors’ findings provide important implications for crisis management and its effect on accountability practices in INGOs that operate in emerging economies and the not-for-profit sector in general. The findings suggest that the crisis led to only limited changes in mission and governance as changes in these dimensions tend to occur over the long term. Although they expected the pandemic to lead to more performance information being released, this did not happen. The enhancement of online accountability practice in the engagement and accessibility dimensions shows that INGOs focussed more on maintaining their fund flow rather than on actions to target the pandemic. This is especially apparent as regardless of size the donation and fundraising links have increased throughout the pandemic. Overall, the study provides important findings specific to the effects of the Covid-19 pandemic on online accountability practices in the not-for-profit sector. The study's empirical contribution is to assess how not-for-profit organisations shape their online accountability practices to preserve their reputation and legitimacy.

The authors have expanded the discussion of the paper's contribution to theory, methodology and knowledge about online accountability and crisis management in the conclusion section of the paper. They found that INGOs have reacted to the pandemic by becoming more anxious about their ability to generate funds, and content analysis showed that there was little additional information about how INGOs' performance had been affected by the pandemic, which suggests that INGOs need to pay more attention to how they manage accountability in times of crisis.

The authors construct a conceptual framework using theories that have the potential to explain how external factors such as the Covid-19 pandemic can affect online accountability practices. Their paper also responds to the call for studies of the effectiveness of various accountability mechanisms in NGOs (Unerman and O’ Dwyer, 2006). Unlike previous studies they did not compare various sectors at a single point in time, but rather they assessed the impact of the Covid-19 pandemic and the reaction of INGOs by comparing online disclosures across time. This is a novel use of Dumont's NPVAI and therefore provides an important contribution to the literature.