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Although social network advertising has become part of the online marketing strategy, there is still a lack of research related to the interaction between brand awareness and advertising contents in social network advertising. Using the semiotic theory to explain the interaction in social network advertising, this study introduced sign-interpretation-object triangle to analyze the interactions of advertising content and brand awareness as signs, users’ experience as interpretation, and social networks advertising effectiveness as object moderated by social facilitation. This study was made in an experiment followed by an online survey, which contains 303 participants in Mainland China. This study shows some major findings. There is an interaction effect on advertising content and low brand awareness in a social network. The moderating role of social facilitation is significant in advertising content with high brand awareness.

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PurposeThis study examined how marketer- and user-generated photographs jointly influence consumers' online hotel booking.Design/methodology/approachViewing photographs as stimuli that influence consumers' online hotel booking, this study proposes a research model and validates that using one quasi-experiment.FindingsThe findings of this study provide some empirical insights. Marketers can release room- and scene-related photographs. Users can release product- and social-related photographs. The interaction between room-related photographs by marketers and product-related photographs by users can promote energetic arousal and dominance and then promote online booking intention. The interaction between scene-related photographs by marketers and social-related photographs by users can promote energetic arousal and dominance and then promote online booking intention. Pleasure, energetic arousal and dominance can positively influence the attitude toward photographs. Pleasure and energetic arousal can positively influence the attitude toward photographs and then positively influence booking intention. Dominance can positively influence booking intention.Originality/valueThe findings of this study reveal significant interaction effects between marketer- and user-generated photographs on consumers' online booking. The findings will help researchers and marketers better understand the impact of photographs on consumers' online hotel booking.

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