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Although research has investigated the drivers of pro-environmental intentions, little research has adopted big data to understand the socio-demographic profile of customers who share electronic word-of-mouth (i.e., online reviews) about tourism services' environmental practices (i.e., green eWOM). Our methodology includes a large sample of customers with different demographic characteristics and trip motivations, who shared green eWOM about different product types (496,813 hotel reviews, 129,455 airline reviews, and 22,373 reviews of tourist attractions). This sampling enables us to get an accurate picture of the customer segments who are sharing green eWOM. We used text analytics for data extraction (i.e., environmentally-related semantics), ANOVA tests, and ordinary least squares (OLS) regression for data analysis. Findings reveal that Gen Z Asian male customers traveling for business and staying at hotel chains are more likely to discuss sustainability practices in their reviews. The longitudinal analysis shows a steady increase in green eWOM for hotels and consumers are more often sharing green eWOM for tourist attractions, rather than hotels or airlines. Interestingly, green eWOM is associated with 5-star reviews and country of origin influences green eWOM of various travel and tourism services. [ABSTRACT FROM AUTHOR]

Many users criticize brands by posting negative comments on their social media pages when a brand crisis occurs. Brands often choose to delete negative comments when coping with brand crises. While deleting comments often goes unnoticed, complaints about comment deletion from users whose comments are deleted (e.g., "Why did you delete my comment?") serve as clues for observers after a crisis. Drawing from Warranting Theory, this study examines comment‐deletion‐clues' impact on observers' forgiveness and negative word‐of‐mouth (NWOM) transmission and how two types of brand explanations (custom vs. general) alter this impact. Four studies show that the comment‐deletion‐clues reduce observers' intention to forgive the brand and increase the spread of NWOM. Furthermore, the results indicate that brands' custom explanations mitigate the adverse effects of comment‐deletion‐clues. This article is among the first to explore the role of content moderation during brand crises and extends the brand crisis literature and the emerging content moderation literature. [ABSTRACT FROM AUTHOR]

This research examines whether prosumer‐generated (vs. firm‐generated) content fosters consumer engagement through content relevance and perceived content sponsorship. Four between‐subjects experiments (N = 1048) show that prosumer‐led (vs. firm‐led) conversations, mediated by perceived content sponsorship and content relevance, generate higher engagement. Furthermore, consumer engagement increases significantly when prosumers share hedonic content and disclose information about their identity. A fifth study, a qualitative investigation with brand managers and marketing practitioners, further validates and extends these findings, providing nuanced insights in the form of four prosumer‐led engagement strategies for consumer engagement. These strategies have practical implications for companies seeking to leverage prosumers in social media marketing. Together, the current work broadens the research scope of prosumers from content co‐creators to drivers of brand engagement, while revealing the factors that increase the effectiveness of prosumer‐led social media content. Specifically, this research suggests that content type and authenticity are fundamental criteria for choosing a prosumer to engage social media brand followers. From a managerial viewpoint, the findings indicate that companies should identify, connect, and engage with online prosumers, as they will actively contribute towards improving consumer engagement levels. [ABSTRACT FROM AUTHOR]