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This research explores the differential effects of pixel-level and object-level visual complexity in firm-generated content (FGC) on consumer engagement in terms of the number of likes and shares, and further investigates the moderating role of image brightness.

Drawing on a deep learning analysis of 85,975 images on a social media platform in China, this study investigates visual complexity in FGC.

The results indicate that pixel-level complexity increases both the number of likes and shares. Object-level complexity has a U-shaped relationship with the number of likes, while it has an inverted U-shaped relationship with the number of shares. Moreover, image brightness mitigates the effect of pixel-level complexity on likes but amplifies the effect on shares; contrarily, it amplifies the effect of object-level complexity on likes, while mitigating its effect on shares.

Although images play a critical role in FGC, visual data analytics has rarely been used in social media research. This study identified two types of visual complexity and investigated their differential effects. We discuss how the processing of information embedded in visual content influences consumer engagement. The findings enrich the literature on social media and visual marketing.

The focus of this paper is to further improve the implementation safeguard measures of the National Plan for Main Functional Zones of Ocean (NPMFZO) based on the implementation status of the national marine main functional area plan after the promulgation of the existing marine planning implementation safeguard measures, aiming at the problems existing in the implementation of the plan, to help the implementation of the plan more effective.

This paper reviews the historical process of the preparation and implementation of NPMFZO, analyzes the problems existing in the implementation of this plan, and puts forward some measures and suggestions under the background of the new national territory planning system.

In the new period, the authors should focus on building the evaluation system of planning implementation, strengthening the coordination with other plans, improving the supporting policies of planning and ensuring the effective implementation of the main functional zoning of oceans under the territorial spatial planning system.

This paper reviews some problems existing in the implementation of the NPMFZO and puts forward policy suggestions to ensure the implementation of the plan in the new period.