可读性
社会化媒体
用户参与度
广告
社会学
心理学
语言学
计算机科学
万维网
业务
哲学
作者
Chunxia Yu,Wilson Cheong Hin Hong,Roman Egger
标识
DOI:10.1177/00472875241228822
摘要
In addition to the significance of visual content, text characteristics serve as salient factors influencing how users react to social media posts. By extracting 9,766 Instagram posts published by destination marketers, this research investigates the interplay between the readability of post captions and destination attributes derived from pictorial content on user engagement. Grounded in the theoretical lens of processing fluency and image-text congruity, the findings revealed that vibrant spots/activities with simpler texts lead to a significantly higher engagement rate, while cultural and historical attractions that use more complex texts are unaffected. Yet, when complex texts are applied to spots that are neither vibrant nor cultural, user engagement decreases significantly. Overall, this research contributes to the interdisciplinary discourse on linguistics and psychological esthetics in destination marketing relating to computer-mediated environments. Regarding practice, the findings provide insights into the effectiveness of different levels of readability across diverse tourism marketing settings.
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