Taking Chengdu as an example, based on the destination image theory and employing the content analysis methodology, this paper conducts data mining on the online comment texts of TikTok short food videos, and analyzes the impact of short food videos on the destination image (cognitive image, affective image and conative image). The results show that: (1) in terms of cognitive image, short food videos have increased potential tourists’ attention to the destination image, especially their attention to the flavor characteristics of food in the destination and the local social environment; (2) in terms of affective image, the comments of short food videos are mainly neutral and positive, and the contents about the flavor characteristics of food and the local social environment are more likely to affect the affective image of the destination; and (3) in terms of conative image, the appearance description of food in short food videos brings about an obvious effect of intention, and it also creates the demand to travel together and obtain information. This paper is inspiring for city managers and tourism marketers to use TikTok short videos to establish and disseminate food-based city brands and destination images.

PurposeDrawing on the stakeholder theory and stimulus-organism-response (S-O-R) model, this study examines the relationship between corporate social responsibility (CSR) disclosures and users' knowledge-sharing behaviors on social media (SM). Two underlying mechanisms are used to explain the relationship between CSR disclosures and knowledge sharing, namely, CSR identification and content richness.Design/methodology/approachAn empirical analysis based on a negative binomial regression model is conducted using CSR data disclosed on corporate official Microblog in the past year on 30 companies with a high CSR development index in China.FindingsCSR disclosures are positively related to users' knowledge-sharing behaviors, and this relationship is mediated by CSR identification. Content richness strengthens the positive relationship between CSR disclosures and users' CSR identification. User's retweeting behavior is positively related to commenting behavior.Originality/valueThis is one of the few studies to investigate the relationship between CSR disclosures and knowledge sharing on SM. The findings of this study can help companies formulate and implement effective CSR disclosure strategies to achieve sustainable development of companies.

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