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This conceptual paper aims to explore government regulatory responses of social networking platforms (SNP) and tourism destination evangelism. This research draws on a two-phase data source review of government legislations that guarantee social media users and empirical papers related to social media platforms. The results revealed that Ghana has adopted specific legislations that manage and control SNP. To the best of the author’s knowledge, this study is the first of its kind that synthesized government legislation and empirical papers on social networking platforms in evangelising destinations which have been missing in extant literature.

Recent research has demonstrated that people are more likely to engage with fatty food content online. One way health advocates might facilitate engagement with healthier, calorie-light foods is to alter how people process food media. This research paper aims to investigate the moderating role of viewer mindset on consumer responses to digital food media.

Two experiments were conducted by manipulating the caloric density of food media content and/or one’s mindset before viewing.

Results show that the relationship between nutrition and engagement is moderated by consumer mindset, where activating a more calculative mindset before exposure can elevate social media engagement for calorie-light food media content.

These findings contribute to the domain of obesogenic digital environments and the role of nutrition in consuming food media. By examining how mindsets interact with affective evaluations, this work demonstrates that a default mindset based on instinct can be shifted and thus alter subsequent behavioral intentions.

This work provides insight into what can boost the visibility and engagement of healthy food content on social media. Marketers can help promote healthier food media by cueing consumers to think more deliberately before exposure.

This research builds on recent work by demonstrating how to boost engagement with healthy foods on social media by cueing a more thoughtful mindset.

Product trials are an effective way to influence consumer attitudes. While research has established several factors that influence whether consumers will try a product or not, it is less understood how marketers can optimize the trial experience itself. The purpose of this paper is to explore flow as an optimal state and the factors that give rise to it during a product trail.

This research consists of three experimental studies in which people trial new music. This paper explores the ability of curiosity to optimize consumers’ flow experience during the trial and their attitudes toward the trialed product. This paper manipulates curiosity before the trial using information about the music (Study 1) and music previews (Study 3) and also demonstrates that curiosity is naturally elevated among those high in openness to experience (Study 2).

The results demonstrate that curiosity before a product trial fosters an optimal experience during the trial in the form of flow states, defined as an enjoyable state of full engagement, which in turn mediates more positive attitudes toward the trialed product. This paper demonstrates that curiosity can be evoked using product information or a preview of the content and can vary based on individual differences in openness to experience. The relationship between curiosity and flow is moderated by the valence of the information that is used to elicit curiosity, such that negative-valence information thwarts the relationship.

While the studies conducted by the authors focus on the positive influence of curiosity in the trial of music, the effects may be different for other products. These studies are also limited to two different manipulations of curiosity.

This research has implications for marketers, as it demonstrates the relevance of flow and how to enable it in product trials to optimize effectiveness. The manipulations also demonstrate how to manage the amount of information that is given to consumers before they trial a product.

This research reveals that flow states optimize the product trial experience. This research also advances the understanding of the relationship between curiosity and flow by moderating their relationship with the valence of information that elicits curiosity. The findings also broaden the relevance of curiosity and flow in marketing by demonstrating their benefits within product trials.

This study seeks to provide a greater understanding of the variables that influence travellers’ intention to participate in social media, paying special attention to (1) the direct impact of perceived usefulness (PU) of social media and (2) the moderating impact of tourists’ altruism and self-interest.

The proposed conceptual model was empirically tested using an online questionnaire distributed to a sample of 394 tourists visiting a World Heritage city.

The findings show that perceived social media usefulness has a significant effect on users’ intention to share experiences. Additionally, self-interest appears to moderate the relationship between perceived social media usefulness and users’ sharing intention, but the results do not support the moderating effect of altruism.

Despite scholars’ growing interest in social networks as sources of tourist information, little is known about the aspects that encourage users’ participation in these platforms. This paper offers key contributions to the relevant literature in this field and offers compelling recommendations for tour operators' management of social networks.

本研究擬讓我們更清楚了解驅使旅行人士參與社交媒體上的交流活動的變數;為求達至這研究目的，研究人員特別對以下兩方面加以注意和研究：(一) 、旅行人士對社交媒體的感知效用所帶來的直接影響;(二) 、旅行人士的利他主義，以及其對個人利益的考慮所帶來的緩和影響。

研究人員對其提出之概念模型進行實證測試，方法乃透過收集一個包含394名曾參觀世界遺產城市的旅行人士的樣本所回應的網上問卷數據，並進行數據分析。

研究結果顯示，旅行人士若覺得社交媒體是有用的話，則他們會更願意在那裡分享旅行經歷;而且，他們對自己個人利益的考慮，似會緩和他們對社交媒體的感知效用與其分享經歷的願意程度之間的關係;唯研究結果沒有證實利他主義會帶來緩和的影響。

雖然學者對社交網絡作為提供資訊的來源感到興趣，而且這興趣不斷增加，但我們對促進旅行人士參與社交網絡平台活動之因素的了解仍然淺薄，就此而言，本研究於有關的文獻提供了重要的貢獻;研究亦為旅遊經營者就應如何管理社交網絡提供了具說服力的建議。

The purpose of this paper is to compare two brand posts with the different content created by a celebrity (emotional content vs rational content) on Instagram and their effects on users’ willingness to use offline word of mouth (WOM) and electronic WOM (eWOM). The research model also consists of product involvement as the moderator.

Based on the results of the pretest stages, the study included two stimuli, and respondents were presented with two different brand posts (i.e. two manipulated pictures and texts on the Instagram frame). A two-group comparison (positive emotional brand post vs negative rational brand post) between-subjects experiment (n = 214) was conducted.

The results indicate that WOM and eWOM are more affected by a celebrity’s emotional brand post than a celebrity’s rational brand post. Furthermore, both types of WOM are more affected through high product involvement enhanced by a celebrity’s rational brand post than through high product involvement boosted by a celebrity’s emotional brand post.

Managerial implications for social media marketing and Instagram celebrity-based branding are provided. Practical implications are also provided in the form of evidence of how the impacts of two different brand posts on positive offline WOM and eWOM are affected differently through the moderation of product involvement.

The research argues for theoretical implications for the marketing literature on celebrity endorsements. The study also tests one moderating effect on the relationship between brand post content and WOM and eWOM.

El propósito de este trabajo es comparar dos posts de marcas con diferente contenido creado por una celebridad (contenido emocional vs. contenido racional) en Instagram y sus efectos en la disposición de los usuarios a utilizar WOM y eWOM. El modelo de investigación también incluye la implicación del producto como moderador.

Sobre la base de los resultados de las etapas de prueba previa, el estudio incluyó dos estímulos, y a los encuestados se les presentaron dos publicaciones de marca diferentes (es decir, dos imágenes y textos manipulados en el marco de Instagram). Se realizó un experimento entre sujetos (n = 214) de comparación de dos grupos (post de marca emocional positivo frente a post de marca racional negativo).

Los resultados indican que el WOM y el eWOM se ven más afectados por el post emocional de la marca de un famoso que por el post racional de la marca de un famoso. Además, ambos tipos de boca a boca se ven más afectados por la alta implicación del producto potenciada por el post racional de la marca de un famoso que por la alta implicación del producto potenciada por el post emocional de la marca de un famoso.

se ofrecen implicaciones de gestión para el marketing en las redes sociales y el branding basado en los famosos de Instagram. Las implicaciones prácticas también se proporcionan en forma de evidencia de cómo los impactos de dos publicaciones de marca diferentes en el WOM positivo y el eWOM se ven afectados de manera diferente a través de la moderación de la implicación con el producto.

La investigación aporta implicaciones teóricas para la literatura de marketing sobre el patrocinio de los famosos. El estudio también prueba un efecto moderador en la relación entre el contenido de los posts de marca y el WOM y el eWOM.

本文旨在比较Instagram上两个由名人创作的不同内容的品牌帖子（感性内容Vs.理性内容）, 以及其对用户使用线下口碑（WOM）和电子口碑（eWOM）意愿的影响。该研究模型还包括产品涉入作为调节变量。

研究包括两个刺激物, 受访者被呈现两个不同的品牌帖子(即Instagram框架上的两个被操纵的图片和文字)。进行了两组比较(积极感性品牌帖子vs. 消极理性品牌帖子) 的主体间实验 (n = 214) 。

结果表明, 与名人的理性品牌帖子相比, WOM和eWOM受名人感性品牌帖子的影响更大。此外, 这两种类型的口碑通过名人的理性品牌帖子所增强的高产品涉入度比通过名人的感性品牌帖子所增强的高产品涉入度受到的影响更大。

提供了对社交媒体营销和Instagram名人品牌的管理意义。研究还提供了实际意义, 证明了两种不同的品牌帖子对积极的WOM和eWOM的影响是如何通过产品涉入度的调节而不同的。

该研究论证了名人代言的营销文献的理论意义。该研究还检验了品牌帖子内容与WOM和eWOM之间关系的调节效应。

During any crisis situation like a pandemic, war or natural disaster, online/blended learning could meet the academic needs of the learners in a bigger way. The use of information and communication technology (ICT)-based technologies has converted the entire teaching pedagogy to a learner centred pedagogy, following which the skills of using technology are to be seen as the most essential qualifications on the part of both the teachers/educators and learners. Therefore, the purpose of this paper is to understand the perceptions of the teachers and learners regarding the use of online/blended learning modes in teaching learning transactions. Another purpose of the paper being to find out the prospects and challenges of providing online/blended learning in a country like India, particularly during and in post-Covid-19 situations.

The academic analytics approach was used for the study. A structured questionnaire was designed in Google Forms covering the perceptions of the teachers and learners in different Indian universities and colleges regarding online/blended services and analysis was done using Google Analytics. Further, analysis of the data received had been done by using simple statistical tool like percentage.

Blended learning could be the solution for providing education in the context of the 21st century India. However, unlike in case of the conventional education, open education has widened the scope of learning adhering to the motto – “Bring your own device” to learn. The extensive use of open educational resources, massive open online courses, social media and meeting apps during the Covid-19 lockdown, has opened up the minds of the knowledge-hungry people, further enabling them to receive the necessary educational inputs, training and skills even during the current pandemic situation. This is going to have a big impact in the ways of educational transactions in the days to come.

The discussions in the paper are limited to a study of representative states of India, and it is a general study only. The sample size was limited to only 120 as the response rate was significantly low compared to the number of addressees to whom the questionnaire was sent.

This study will help in understanding the present state of online/blended learning in a country like India. The use of online learning was no doubt intensified by the sudden outbreak of the Covid-19 Pandemic. However, the study will also help in preparing a roadmap, at the policy level, regarding the beneficial use of online/blended teaching learning models both by the teachers and learners during any future crisis-like situations in a country like India.

Through this paper, a new social constructivism has been visualised to know the acceptability of online/blended learning opportunities on the part of the teachers and learners across India. If that social constructivism can actually be realised through the benefits of online learning, India might emerge as one of the important leaders of education in the coming days. To that extent, the Covid-19 pandemic can be seen as a blessing in disguise.

It is important to examine the perceptions of both teachers and learners on the use of online learning in their regular curriculum transactions most particularly when the whole world is facing the brunt of the Covid-19 pandemic, which has adversely affected millions of learners across the world. The paper is original because it explores the current state of online/blended learning in a developing country like India to provide a practical and realistic vision of a new way of learning in the post-Covid-19 situations.

This paper aims to explore the perspectives of university students on the learning management system (LMS) and determine factors that influence user experience and the outcomes of e-learning.

This paper employs a mixed-method approach. For qualitative data, 20 semi-structure interviews were conducted. Moreover, for quantitative data, a short survey was developed and distributed among the potential respondents.

The results showed that students, particularly in programs where courses are mainly offered online, are dependent on such learning platforms. Moreover, the use of modular object-oriented dynamic learning environment (Moodle) as an application of LMS was rated positively, and e-learning was considered as an effective sustainable learning solution in current conditions.

The authors have illustrated empirically how the notion of UX of the LMS provides a means of exploring both students' participation in e-learning and their intention towards using such learning platforms.

This study, a conceptual paper, analyses the growth of curation in tourism and hospitality and the curator role in selecting and framing products and experiences. It considers the growth of expert, algorithmic, social and co-creative curation modes and their effects.

Narrative and integrative reviews of literature on curation and tourism and hospitality are used to develop a typology of curation and identify different curation modes.

Curational techniques are increasingly used to organise experience supply and distribution in mainstream fields, including media, retailing and fashion. In tourism and hospitality, curated tourism, curated hospitality brands and food offerings and place curation by destination marketing organisations are growing. Curation is undertaken by experts, algorithms and social groups and involves many of destination-related actors, producing a trend towards “hybrid curation” of places.

Research is needed on different forms of curation, their differential effects and the power roles of different curational modes.

Curation is a widespread intermediary function in tourism and hospitality, supporting better consumer choice. New curators influence experience supply and the distribution of consumer attention, shaping markets and co-creative activities. Increased curatorial activity should stimulate aesthetic and stylistic innovation and provide the basis for storytelling and narrative in tourism and hospitality.

This is the first study of curational strategies in tourism and hospitality, providing a definition and typology of curation, and linking micro and macro levels of analysis. It suggests the growth of choice-based logic alongside service-dominant logic in tourism and hospitality.