This research identified the different ways in which K-beauty social media influencers (SMIs) impact consumers’ tendencies to accept new products by closely investigating their sponsorship displays and product exposure methods. We conducted an experiment to examine how influencers’ posts affect Chinese millennial consumers’ acceptance of new products. We used a 2 (influencer type: celebrity versus general public) × 2 (sponsorship display status: display versus no display) × 2 (product exposure method: exposure versus no exposure) factorial design. The findings reveal that the social media posts that made consumers most likely to accept a new product were created by a general public influencer and did not include a display of any sponsorship affiliation with the product. Additionally, there was a significant interplay between the influencer type, sponsorship display status, and product exposure method regarding consumers’ acceptance intention toward a new product. A consumer was most likely to accept and purchase a new product when three factors (general public influencer, sponsorship displayed, and product exposed) were combined. Based on the findings, we draw important implications and present marketing strategies for companies in the beauty industry that use SMI marketing.

In recent years, minsu (homestays), a non-standard tourist accommodation, have been gaining popularity in China. The minsu has become an innovative driving force promoting the transformation of tourist destinations. This paper attempts to explore the relationship between the minsu’s environment (ambience) and customer loyalty, as customer loyalty is crucial to the sustainability of minsu and tourism destinations. This paper adopts Lijiang, China, as an empirical example to explore the relationship between the multi-dimensional environment of minsu and its influence on customer loyalty. Findings include: (1) the multi-dimensional environment perception of minsu includes spatial, cultural and social environment perception, all of which have a significant positive impact on emotional experience in varying degrees; (2) the emotional experience of minsu guests plays a significant mediating role between the minsu’s environmental perception and loyalty; (3) personality traits of openness, agreeableness and conscientiousness play a moderating role in the impact of residential space environment perception on emotional experience. Using the S-O-R model, this paper introduces emotional experience and personality traits into the relationship model between the minsu’s environment perception and customer loyalty and contributes to extant literature on the influence of customer loyalty in tourist destinations. The theoretical and practical implications are discussed.

Tourists’ environmentally responsible behavior (TERB) is one of the key areas in tourism as it concerns tourism sustainability that further influences a destination’s competitiveness and image. This study sought to deepen the formation of TERB through tourists’ degree of environmental perception, mediated by their feeling of awe towards the environment, and moderated by their level of face consciousness. Data were collected from tourists in Tibet and the findings indicated that awe exerted partial mediation on the tourists’ perception-behavior relationship. Furthermore, face consciousness moderated the mediated relationship of humanistic environmental perception, awe, and TERB. This study adds value to existing tourism studies by revealing the influences of awe on constructing tourists’ attitude in sustainable tourism. From a practical perspective, the findings offer insights for destination management organizations (DMOs) in promoting tourists’ environmentally responsible behavior that fosters sustainable tourism development.