The purpose of this study was to examine how electronic word-of-mouth (eWOM) communication of Facebook is influenced by social exchanges, social capital, and service quality dimensions. The online survey was conducted with a pre-tested and self-administered questionnaire, and a structural equation model was used to examine the hypothetical relationships. The results of the structural model provide insights into four key antecedents for the effective use of eWOM communication from a social capital and exchange perspective. In particular, reciprocity, tie strength, trust, and interaction service quality significantly and positively influence eWOM communication, demonstrating that social media users engage in online communication when they have a positive perception toward these psychological dimensions. The comprehensive study offers an extended theoretical perspective on eWOM literature for emerging market context and clearly examines the influencing factors of eWOM that remain to be addressed in this context. Since eWOM is widely used in social media to promote viral marketing through its powerful connection and interpersonal relationship-building capabilities, the results of the study have important implications for the practitioners with respect to sustainable advertising and business strategies.

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The current study empirically examines an integrative model linking multiple types of touch points in tourism experience, hedonic well-being, eudaimonic well-being, revisit intention, and online word of mouth, in response to the calls to revitalize tourism and achieve sustainable development. The research relied on “Nong Jia Le,” an important representative survey on leisure tourism. The questionnaire was developed based on prior studies, then translated into Chinese and set up in an online survey system. In total, 316 respondents were ultimately gathered for analysis. Principal component analysis was used to test the reliability and validity of each construct, and a structural equation model was used to test the hypotheses. The findings show that tourism experiences derived from partner-owned, customer-owned, and social touch points positively affect perceived hedonic and eudaimonic well-being, while experiences derived from destination-owned touch points only positively influence hedonic well-being. In addition, both hedonic and eudaimonic well-being significantly affect consumers’ intention to revisit the destination and to spread word of mouth online. This study fills in a gap in leisure tourism literature by proposing the merits of touch points in tourism experience and placing importance on conceptions of eudaimonia. More importantly, the current research offers important social and economic considerations that can contribute to the sustainable growth of leisure tourism.

Through a constant market share (CMS) model and a price index model, current research aims to analyze the impetus of the growth of Hainan, China’s fruit exports and the adverse impact of rising production costs. This paper considered the changes in the international competitiveness of Hainan’s fruit exports and analyzed the reasons for these changes. Additionally, this manuscript analyzed the effects of Hainan’s price-bargaining power on fruit exports under the condition of asymmetric information by applying a two-tier stochastic frontier analysis model. The results show that the rising costs of labor led to the gradual loss of price advantage, and the contribution of competitiveness to the growth of Hainan’s fruit exports has rapidly declined. The results also indicate that the degree of information held by both importers and Hainan has an important influence on the final exporting price, whereas the importers hold more information and have stronger price-bargaining power than Hainan. Policy suggestions based on the results are proposed.

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