However, most studies focus on the current contexts, ignoring the process of entextualization, that is, how semiotic resources have been decontextualized from the original/prior contexts and recontextualized in the current Chinese social media context. Recently, there has been a surging interest in meaning-making processes in Chinese social media. Implications of the findings on support-seeking behavior and narrative strategies on social media were also discussed. However, the effects of these factors were moderated by the epidemic severity. Results suggested that bandwagon cues, anger, instrumental appeal, and intermediate self-disclosure facilitate the diffusion depth of help-seeking messages. Using the multilevel regression to analyze 705 help-seeking posts regarding COVID-19 on Sina Weibo, we examined sender, content, and environmental factors to investigate what makes help-seeking messages traverse deeply into social media networks. However, little attention has been paid to an under-examined structural feature of help-seeking message diffusion, information diffusion depth, and how support-seeking messages can traverse vertically into social media networks to reach other users who are not directly connected to the help-seeker. Various studies have explored the underlying mechanisms that enhance the overall reach of a support-seeking message on social media networks.

This research advances social media marketing and tourism literature by exploring essential structural aspects of social media-based visual rhetoric and offers firms a holistic overview of possible visual strategies.

The results show a diversity of social media-afforded visual modalities, a variety of visual content and marketing goals, and different rhetorical relations between visuals and their accompanying text. 250 Weibo posts initiated by 5 Chinese provincial destination marketing organizations were collected and analyzed. Drawing on rhetorical structure theory, and marketing, tourism and social media marketing literature, this research examines and dissects the structure of social media-based visual strategies implemented by tourism marketers. Social media-based visual strategies are quintessential elements of tourism and social media marketing yet, very little is known about how firms formulate and implement such strategies in a technologically advanced and consumer-driven communication context.

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