The visual revolution and attention economy of the digital world have put visual aesthetic communication into the primary position of social media marketing. However, this phenomenon remains underexplored within social commerce research. This study thus develops a visual information adoption unimodel (VIAUM), to explore the relationship between visual aesthetics and social commerce intentions. Users with social commerce experience are invited to complete our online survey, and 321 valid data are collected. The results reveal that visual aesthetics has direct and indirect (via perceived usefulness) effects on the social commerce intention of users. Besides, interdependent self-construal (InterSC) strengthens the direct effect between visual aesthetics and social commerce intention. In contrast, independent self-construal weakens the mediation effects of perceived usefulness. This study is among the first attempts to empirically examine the intervening mechanism and boundary conditions between the visual aesthetics of self-presentation of micro-celebrity and the social commerce intention of consumers.

The purpose of this paper is to explore the core forces and drivers of the creative transformation of a traditional industry through the assessment of the mares’ milk industry (MMI). Using an exploratory single case study, this research reveals the main driver mechanisms and challenges of the creative transformation of a traditional industry using the case of the MMI in Kazakhstan. Grounded theory, along with in‐depth interviews of 36 MMI business staff in Kazakhstan, has been used in this study. The research identifies the following four key driving factors for transforming a commodity‐based traditional industry into a cultural creative emerging industry: National demand, ingenuity and creativity, affordance (support), and actors (attitudes, skills, and characteristics). This study also explores challenges, such as administrative negligence, the threat of losing authenticity, poor industry cooperation, and cultural branding. A sustainable transformation into a creative MMI requires the government to give its full attention to implementing existing‐related policies, emphasizing the role of authenticity, stressing the importance of industry cooperation, and promoting iconic branding. The study findings will help policy makers, administrators, and related stakeholders to understand the transformation of the MMI when developing related policy, strategy, and sustainable development. The findings can also serve as guidelines for other traditional agricultural sectors that are undergoing transformation into creative industries.

This study provides new insights into the influence of music-message congruency on behavior intentions. A serial multiple mediation model in which the relationship between music-message congruency and behavior intentions is sequentially mediated by arousal and brand trust was constructed and tested. A total of 261 valid questionnaires were obtained after participants watched the online video advertisements and PROCESS macro for SPSS was used to test the serial mediation hypotheses. The results showed that: (1) music-message congruency has a positive effect on behavior intentions; (2) brand trust plays a partial mediating role between music-message congruency and behavior intentions, and (3) arousal and brand trust mediate the relationship between mu-sic-message congruency and behavior intentions sequentially.INDEX TERMS advertising music, music-message congruency, arousal, brand trust, behavior intentions.

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Objective To investigate the effect of psychological contract of outpatients with hospital pharmacists on medication adherence, providing reference for improving the management of patients’ medication adherence from the perspective of pharmacist-patient relationship and psychological contract. Methods The 8 patients who received medication dispensing service at the outpatient pharmacies at the First Affiliated Hospital of Zunyi Medical University and the Second Affiliated Hospital of Zunyi Medical University were selected for face-to-face in-depth interviews through a purposive sampling method. In order to get more potential information and adjust flexibly according to the actual situation of the interview, the interviews were set as semi-structured, and the interview content was analyzed by using Colaizzi’s seven-step method of phenomenological analysis and NVivo11.0 software. Results The following four themes about effects of patients’ psychological contract with hospital pharmacists on medication adherence were extracted: from the perspective of patients, the relationship between pharmacists and patients is generally harmonious; pharmacists can basically fulfil their responsibilities; patients’ medication adherence needs to be improved; the status of patients’ psychological contract with hospital pharmacists may affect medication adherence. Conclusion The psychological contract of outpatients with hospital pharmacists has a positive effect on their medication adherence. Effective management on medication adherence should involve the management on patients’ psychological contract with hospital pharmacists.

Consumers' motivation for photograph posting as a taste expression practice on social media platforms from an offline aesthetic perspective has been neglected in the literature. We explored the influential mechanisms in this relationship using positive emotional arousal and self-expression as mediators and centrality of visual servicescape aesthetics as a moderator. Data were collected from 273 consumers who had recently dined in well-designed restaurants in China and used social media. The results support the direct and indirect role of offline aesthetic design in consumers' formation of the intention to post photographs of their dining ambience on social media, and the partially moderating role of their aesthetic trait. Theoretical and practical implications for hospitality management and social media research are discussed.