... by examining how content-level visual richness in short-form tourism videos shapes different forms of viewer engagement, thereby advancing understanding of visual persuasion in short-form tourism communication. Design/methodology/approach Drawing on media richness theory ( MRT ), this study conceptualizes...

...) investigated the personal effects of social media on reviews and bloggers, particularly social media influencers, in the tourism industry. Thus, to understand logically the contents of online media based on an academic background, this research uses media richness theory and adapts not only how well media fits...