When Texts Meet Emoji: A Multi-Stage Study of Tourism Brands
基于媒体丰富度理论，研究表情符号与文本内容如何共同影响社交媒体帖子中旅游品牌的用户参与度（点赞和分享），为品牌提供实用指南。
Are social media posts with emoji more engaging? Guided by the media richness theory, this study explores the relationship between visual (i.e., emoji) and textual content, and how they collectively impact user engagement with peer-to-peer accommodation brands. A three-stage sequential design using naturalist data, including text mining, frequent/rare itemset mining, and one-way ANOVA, was used. This study revealed that the combination of { Travel Tips and Inspiration,[Formula: see text]} and { Interaction and Motivation,[Formula: see text]} tended to result in an increased amount of likes and shares in social media posts. By theoretically revealing and empirically examining the complex relationship between verbal and visual content, this study enriches the theoretical understanding of media richness in tourism brands. Practically, this study provides actionable guidelines for tourism brands to increase user engagement by effectively using visual-verbal content.