Emojis in social media travel sharing are an effective tool for enhancing emotional expression or promoting semantic interpretation. However, the visual appeal of emojis as small icons remains uncertain. This study shows that using facial emojis in desirability travel sharing enhances tourists' visual attention and social media engagement. In contrast, using non-facial emojis in feasibility travel sharing leads to more effective visual attention and social media engagement. These relationships are mediated by imagery fluency and influenced differently depending on the emoji's position within a sentence (mid-sentence vs. end of sentence). Our research contributes to the study of emojis' visual appeal by providing a theoretical explanation of how and why the interaction effects of emoji visual types and travel sharing content occur. This study also offers practical implications for how tourists, travel marketers, and social media platforms can use emojis appropriately to increase engagement.

中文翻译：

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社交媒体旅游分享中表情符号对用户参与度的视觉效果


社交媒体旅行分享中的表情符号是增强情感表达或促进语义解释的有效工具。然而，表情符号作为小图标的视觉吸引力仍然不确定。这项研究表明，在合意性旅行分享中使用面部表情符号可以提高游客的视觉注意力和社交媒体参与度。相比之下，在可行性旅行分享中使用非面部表情符号可以带来更有效的视觉关注和社交媒体参与。这些关系由图像流畅性调节，并根据表情符号在句子中的位置（句子中间与句子结尾）产生不同的影响。我们的研究通过对表情符号视觉类型和旅行分享内容的交互效果如何以及为什么发生，为表情符号的视觉吸引力研究做出了贡献。这项研究还为游客、旅游营销人员和社交媒体平台如何适当地使用表情符号来提高参与度提供了实际意义。