This study examines the impact of digitally curated museum exhibitions on visitor behavior, with a particular focus on university students from China and Hungary (n = 308). Using PLS-SEM analysis, the research finds that visitors’ experiences during digital curation visits significantly influence their behavior, and this influence is mediated by perceived value and satisfaction. It is recommended that museums consider the following constructive considerations to facilitate their future development: expanding the application of digital curation, utilizing cutting-edge technologies, implementing data-driven curatorial optimization, enhancing social experiences, integrating education and entertainment, and promoting cultural preservation and environmental stewardship. These insights will help guide museums toward more engaging and sustainable experiences.

With the continuous development of smart cities, the relationship between digital media and city branding has attracted significant attention. This study uses the CiteSpace tool to provide a comprehensive visual analysis of the research landscape in the field of digital media and city branding from 2013 to 2023. A systematic literature review (n=689 articles) was used to explore the main trends. The methodology included the analysis of publication volume, international collaboration network, research field (including keyword co-occurrence and keyword clustering), and research hotspots and frontiers analysis. The study underlines the importance of digital marketing and market communication research in the context of city branding. The study highlights the complex dynamics of this relationship and the importance of exploring the interactive influences within these interdisciplinary fields. Finally, the data analysis highlights several potential research questions related to the development of creative accounting, offering valuable insights for future studies. Additionally, this study provides a framework for firms to design and implement creative accounting development strategies. The study recommends that future research topics should include interdisciplinary approaches, consumer engagement, global collaboration, and long-term branding strategies. These approaches are necessary to advance understanding and effective management of city brands in the digital age.