Proceedings of the 2025 5th International Conference on Enterprise Management and Economic Development (ICEMED 2025)

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The Influence of Positive Emotions in Tourism Content on Social Media: The Moderating Role of Emoji

Authors
Minwei Deng1, *, Xiaoli Li2, Baiqing Sun1, *
1School of Management, Harbin Institute of Technology, Harbin, China
2Finance Department, Henan University of Science and Technology, Luoyang, China
*Corresponding author. Email: 19b910026@stu.hit.edu.cn
*Corresponding author. Email: baiqingsun@hit.edu.cn
Corresponding Authors
Minwei Deng, Baiqing Sun
Available Online 14 August 2025.
DOI
10.2991/978-94-6463-811-0_121How to use a DOI?
Keywords
Tourism Marketing; Social Media; User Engagement; Positive Emotion
Abstract

The adoption of social media has significantly boosted the development of the tourism industry, prompting an increasing number of tourists and businesses to share tourism-related content online. This study investigates the mechanisms through which emotional valence and emotional arousal in tourism content on social media affect user engagement, as measured by comment volume. The moderating role of emojis in this relationship is examined. Utilizing a negative binomial regression model based on large-scale field data from Weibo, empirical findings reveal that both emotional valence and arousal exert significant positive effects on comment volume, with valence demonstrating a stronger effect. Emojis are found to positively moderate the effect of emotional valence but do not significantly alter the impact of emotional arousal. Theoretical and practical implications are discussed.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2025 5th International Conference on Enterprise Management and Economic Development (ICEMED 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
14 August 2025
ISBN
978-94-6463-811-0
ISSN
2352-5428
DOI
10.2991/978-94-6463-811-0_121How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Minwei Deng
AU  - Xiaoli Li
AU  - Baiqing Sun
PY  - 2025
DA  - 2025/08/14
TI  - The Influence of Positive Emotions in Tourism Content on Social Media: The Moderating Role of Emoji
BT  - Proceedings of the 2025 5th International Conference on Enterprise Management and Economic Development (ICEMED 2025)
PB  - Atlantis Press
SP  - 1113
EP  - 1124
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-811-0_121
DO  - 10.2991/978-94-6463-811-0_121
ID  - Deng2025
ER  -