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. Drawing on rhetorical structure...

Purpose: This paper aims to develop a taxonomy of value co-creation types occurring in firm-customer interactions on social media. Design/methodology/approach: In total, 570 destination marketing organization (DMO)-initiated posts on Weibo and 3,137 responses were collected to develop a...