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This paper aims to successfully synthesize three-dimensional spindle-like Au functionalized Co₃O₄-ZnO nanocomposites; characterize the structure, morphology and surface chemical properties of the products; study the effect of Au NPs doping concentration, operating temperature different gas to, sensing properties; and introduce an attractive gas sensor for acetone detection.

Au NPs functionalized Co₃O₄-ZnO nanocomposite was prepared by coprecipitation and impregnation methods; the structure and surface chemical property of the products were characterized by XRD, SEM, TEM, UV-Vis, BET and XPS. The sensing ability of Au@Co₃O₄-ZnO for acetone and mechanism was analyzed systematically.

The results of gas sensing tests show that the unique component structure, Schottky junction and catalytic effect of Au functionalization make it have low operating temperature, excellent selectivity, high response (10 ppm, 56) and rapid response recovery time.

All the characterization and test data of the prepared materials are provided in this paper and reveals the gas sensing mechanism of the gas sensor.

The detection limit is 2.92–100 ppb acetone. It is promising to be applied in low-power, micro detection and miniature acetone gas sensors.

The gas sensor prepared has a lower working temperature and low detection limit, so it has promising application prospects in low-concentration acetone detection and early warning.

The unique component structure, Schottky junction and catalytic effect of Au functionalization Co₃O₄-ZnO make it have low operating temperature, excellent selectivity and rapid response recovery time.

Building on social media and destination brand-related literature, this study aims to explore World Heritage Sites’ (WHSs) brand diffusion and formation process from long-term and short-term perspectives, which includes brand diffusion, user-generated content (UGC), opinion leaders and brand events’ impact.

This study uses a mixed-method including text mining, keyword analysis and social network analysis to explore the brand formation process of four popular WHSs in Beijing, namely, the Palace Museum, Great Wall, Summer Palace and Temple of Heaven and more than 10,000,000 users’ data on Sina Weibo has been implemented to uncover the underlying social media branding mechanism.

The results show that the number of postings keeps in a stable range in most months, but, in general, there are no common rules for changing trends among the four WHSs; long-term high-frequency keywords related to history and culture account for a higher percentage; different kinds of accounts have varying impacts on information diffusion, in which media accounts lead to a bigger influence. However, more followers do not necessarily mean more interactions and most of the interaction ratio is much lower than 0.01000; brand events facilitate brand dissemination and have an impact on the creation of UGC.

This study is valuable for destination marketers to deeper understand brand diffusion and formation and provides valuable insights for developing effective destination marketing strategies.

Unlike previous studies that only concern a few parts of destination brand formation via social media (e.g. brand diffusion, brand events or opinion leaders’ impact), this study takes a more comprehensive perspective by systematically analyzing the brand formation process of WHSs on social media. By considering both long-term diffusion and short-term representative events, this study provides a more holistic understanding of the branding mechanism.