Search Results (6)

In the era of e-commerce, consumers’ innovative insights are crucial for brands to improve their products and meet consumers’ potential needs. Although user-generated content (UGC) platforms have accumulated a vast amount of consumer voices, brands often face the dilemma of “rich data but scarce insights”: valuable consumer innovation insights are not only scarce but also expressed implicitly. Traditional methods have difficulty reliably identifying such insights in this task. Therefore, this study, for the first time, introduces a large language model (LLM)-augmented Siamese framework, aiming to improve the identification and generalization of consumer innovation insights in multi-platform UGC. Based on four Chinese social media platforms and a dataset of 133,538 comments, we conducted three experiments and performed a systematic comparison under five model configurations. The results show that our approach significantly outperforms traditional benchmarks and strong baselines in most experimental settings, while maintaining stable competitiveness in cross-platform tests. Finally, we showed how the identified innovation insights can be transformed into structured outputs for product planning, thereby facilitating the integration of consumer insights into the brand’s innovation process. Full article

As China’s demographic transition deepens and fertility rates continue to decline, childbearing has shifted from a private family matter to a salient public issue. Social media platforms have become key arenas in which fertility-related concerns are articulated, negotiated, and publicly constructed. This study analyzes fertility-related user-generated content (UGC) from three major Chinese platforms—Sina Weibo, Douyin, and Toutiao—collected between 30 June and 31 December 2024. Using BERTopic-based topic modeling, sentiment quantification, and cross-platform comparison, the study examines how fertility discourse is thematically organized and emotionally expressed across different platform environments. The results reveal clear platform differentiation. Douyin primarily foregrounds individualized and relational narratives embedded in everyday family life, Toutiao emphasizes gender-neutral, macro-social and policy-oriented interpretations, while Sina Weibo centers on gender relations, institutional arrangements, and rights-based debate. Sentiment analysis indicates that fertility discourse on all three platforms exhibits an overall negative emotional orientation, though with varying intensity. Rather than reflecting uniformly pessimistic fertility attitudes, this negative bias is interpreted as a product of platformized public discourse. The study proposes an emotional filtering mechanism to explain how fertility-related emotions are selectively distributed across communicative spaces: problem-oriented and conflict-laden expressions are more likely to gain visibility in open public platforms. By integrating a platformization perspective, this study demonstrates how platform-specific communication logics shape both the thematic configuration and emotional structure of fertility discourse, offering new insights into the mediated construction of fertility concerns in contemporary China. Full article

Against the backdrop of the rapid proliferation of electric vehicles (EVs), gender-oriented behavioral mechanisms remain underexplored, particularly the unique pathways of female users in usage experience, value assessment, and purchase decision-making. This study constructs an integrated framework based on the Stimulus–Organism–Response (SOR) model, leveraging social media big data to analyze in depth how gender differences influence EV users’ purchase intentions. By integrating natural language processing techniques, grounded theory coding, and structural equation modeling (SEM), this study models and analyzes 272,083 pieces of user-generated content (UGC) from Chinese social media platforms, identifying key functional and emotional factors shaping female users’ perceptions and attitudes. The results reveal that esthetic value, safety, and intelligent features more strongly drive emotional responses among female users’ decisions through functional cognition, with gender significantly moderating the pathways from perceived attributes to emotional resonance and cognitive evaluation. This study further confirms the dual mediating roles of functional cognition and emotional experience and identifies a masking (suppression) effect for the ‘intelligent perception’ variable. Methodologically, it develops a novel hybrid paradigm that integrates data-driven semantic mining with psychological behavioral modeling, enhancing the ecological validity of consumer behavior research. Practically, the findings provide empirical support for gender-sensitive EV product design, personalized marketing strategies, and community-based service innovations, while also discussing research limitations and proposing future directions for cross-cultural validation and multimodal analysis. Full article

Social media has become an essential tool for travel planning, with tourists increasingly using it to research destinations, book accommodation, and make travel arrangements. However, little is known about how tourists use social media for travel planning and what factors influence their intentions to use social media for this purpose. This thesis aims to understand tourists’ intentions to use social media for travel planning. Specifically, it investigates the factors influencing tourists’ intentions to use social media for planning travel to Saudi Arabia. It develops a machine learning (ML) classification model to assist Saudi tourism SMEs in creating effective digital marketing strategies for social media platforms. A survey was conducted with 573 tourists interested in visiting Saudi Arabia, using the Design Science Research (DSR) approach. The findings support the tourist-based theoretical framework, showing that perceived usefulness (PU), perceived ease of use (PEOU), satisfaction (SAT), marketing-generated content (MGC), and user-generated content (UGC) significantly impact tourists’ intentions to use social media for travel planning. Tourists’ characteristics and visit characteristics influenced their intentions to use MGC but not UGC. The tourist-based ML classification model, developed using the LinearSVC algorithm, achieved an accuracy of 99% when evaluated using the K-Fold Cross-Validation (KF-CV) technique. The findings of this study have several implications for Saudi tourism SMEs. First, the results suggest that SMEs should focus on developing social media content that is perceived as useful, easy to use, and satisfying. Second, the findings suggest that SMEs should focus on using MGC in their social media marketing campaigns. Third, the results suggest that SMEs should tailor their social media marketing campaigns to the characteristics of their target tourists. This study contributes to the literature on tourism marketing and social media by providing a better understanding of how tourists use social media for travel planning. Saudi tourism SMEs can use the findings of this study to develop more effective digital marketing strategies for social media platforms. Full article

User-generated content (UGC) from e-commerce platforms and third-party platforms can impact customer-perceived risk and influence product sales in online stores. However, the understanding of UGC from which platform type yields a stronger effect on product sales and how the effects interact across the platforms remains limited. This limitation arises from the complexity of consumer purchasing behavior and information processing, as well as the heterogeneity of UGC features across different platforms and the uncertainty surrounding causal relationships. This study constructs a novel cross-platform framework using the elaboration likelihood model (ELM) to investigate the underlying mechanism of how cross-platform UGC affects online sales of experiential products. Additionally, it examines the mediating effect of purchase intention in the relationship between cross-platform UGC and product sales, as well as the moderating effect of product price. Taking the e-commerce platform Tmall and third-party platform Bilibili as a cross-platform example, we analyzed customer reviews on Tmall and vlogger reviews on Bilibili for 300 cosmetic products, using text sentiment analysis and multiple regression. Results show that the number of product evaluations from third-party platforms positively impacts sales, but this impact is weaker compared to the influence of UGC originating from e-commerce platforms on sales. The underlying mechanism refers to the process by which UGC on an e-commerce platform directly impacts sales and also influences sales through purchase intention. In contrast, UGC on third-party platforms only influences sales through purchase intention. Furthermore, the product price has no significant moderating effect on the positive relationship between review length and sales. This study provides a cross-platform UGC research framework that can guide effective cross-platform marketing management by shedding light on the role of UGC in reducing customer-perceived risk and its impact on online sales of experiential products. Full article

Cross-domain decision-making systems are suffering a huge challenge with the rapidly emerging uneven quality of user-generated data, which poses a heavy responsibility to online platforms. Current content analysis methods primarily concentrate on non-textual contents, such as images and videos themselves, while ignoring the interrelationship between each user post’s contents. In this paper, we propose a novel framework named community-aware dynamic heterogeneous graph embedding (CDHNE) for relationship assessment, capable of mining heterogeneous information, latent community structure and dynamic characteristics from user-generated contents (UGC), which aims to solve complex non-euclidean structured problems. Specifically, we introduce the Markov-chain-based metapath to extract heterogeneous contents and semantics in UGC. A edge-centric attention mechanism is elaborated for localized feature aggregation. Thereafter, we obtain the node representations from micro perspective and apply it to the discovery of global structure by a clustering technique. In order to uncover the temporal evolutionary patterns, we devise an encoder–decoder structure, containing multiple recurrent memory units, which helps to capture the dynamics for relation assessment efficiently and effectively. Extensive experiments on four real-world datasets are conducted in this work, which demonstrate that CDHNE outperforms other baselines due to the comprehensive node representation, while also exhibiting the superiority of CDHNE in relation assessment. The proposed model is presented as a method of breaking down the barriers between traditional UGC analysis and their abstract network analysis. Full article