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In social media, crisis information susceptible of generating different emotions could be spread at exponential pace via multilevel super-spreaders. This study aims to interpret the multi-level emotion propagation in natural disaster events by analyzing information diffusion capacity and emotional guiding ability of super-spreaders in different levels of hierarchy.

We collected 47,042 original microblogs and 120,697 forwarding data on Weibo about the “7.20 Henan Rainstorm” event for empirical analysis. Emotion analysis and emotion network analysis were used to screen emotional information and identify super-spreaders. The number of followers is considered as the basis for classifying super-spreaders into five levels.

Official media and ordinary users can become the super-spreaders with different advantages, creating a new emotion propagation environment. The number of followers becomes a valid basis for classifying the hierarchy levels of super-spreaders. The higher the level of users, the easier they are to become super-spreaders. And there is a strong correlation between the hierarchy level of super-spreaders and their role in emotion propagation.

This study has important significance for understanding the mode of social emotion propagation and making decisions in maintaining social harmony.

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-03-2024-0192.

This research is aimed to examine how environmental pollution affects consumers' preference for self-improvement products.

Through a series of three experimental studies, this research substantiates our hypotheses by employing various manipulations of environmental pollution and examining different types of self-improvement products.

The research demonstrates that environmental pollution enhances consumers' preference for self-improvement products via the mediation of perceived environmental responsibility. And the effect is negatively moderated by social equity sensitivity.

The recurrent incidence of environmental pollution has elicited significant concern among the general public and academic scholars. An overwhelming majority of research examining the impact of pollution on consumer behavior has concentrated on its influence on environmentally friendly and healthy consumption patterns. Nevertheless, the current research proposes that pollution fosters a preference for products associated with self-improvement, mediated by perceived environmental responsibility, with the effects being moderated by social equity sensitivity.