{"title":"How online exposure to nature affects customer engagement: Evidence from Sina Weibo","authors":"Jiaqi Wang, Peng Zou, Bo Yu","doi":"10.1007/s12525-024-00728-w","DOIUrl":null,"url":null,"abstract":"<p>The increasing popularity of online information and communication technology (ICT) devices has shifted customers’ contact with nature from offline to online. Online exposure to nature on social media involves information such as bloggers’ social influence, blog image clarity, blog text sentiment, blog length, and online interactions with people, which are inaccessible from offline. This study examines the relationship between online exposure to nature and social media engagement behaviors from the perspective of environmental psychology. We find a significant U-shaped correlation between online exposure to nature and customer engagement on social media. Moreover, this relationship is weakened by social influence and image clarity. Our analysis indicates that online exposure to nature significantly differs from exposure to nature, both theoretically and in terms of results. Our paper enriches the literature on visual content and enhances the understanding of customer engagement on social media. The results also reveal the implementation of social media marketing strategies with images.</p>","PeriodicalId":47719,"journal":{"name":"Electronic Markets","volume":null,"pages":null},"PeriodicalIF":7.1000,"publicationDate":"2024-09-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Electronic Markets","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1007/s12525-024-00728-w","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
The increasing popularity of online information and communication technology (ICT) devices has shifted customers’ contact with nature from offline to online. Online exposure to nature on social media involves information such as bloggers’ social influence, blog image clarity, blog text sentiment, blog length, and online interactions with people, which are inaccessible from offline. This study examines the relationship between online exposure to nature and social media engagement behaviors from the perspective of environmental psychology. We find a significant U-shaped correlation between online exposure to nature and customer engagement on social media. Moreover, this relationship is weakened by social influence and image clarity. Our analysis indicates that online exposure to nature significantly differs from exposure to nature, both theoretically and in terms of results. Our paper enriches the literature on visual content and enhances the understanding of customer engagement on social media. The results also reveal the implementation of social media marketing strategies with images.
在线信息和通信技术（ICT）设备的日益普及使客户与自然的接触从线下转移到了线上。社交媒体上的自然在线接触涉及博主的社会影响力、博客图片清晰度、博客文字情感、博客长度以及与人的在线互动等信息，而这些信息是线下无法获取的。本研究从环境心理学的角度探讨了自然在线接触与社交媒体参与行为之间的关系。我们发现，在社交媒体上在线接触自然与客户参与之间存在明显的 U 型相关关系。此外，社会影响力和形象清晰度削弱了这种关系。我们的分析表明，无论是从理论上还是从结果上看，在线接触自然与接触自然都有很大不同。我们的论文丰富了有关视觉内容的文献，加深了人们对社交媒体上客户参与度的理解。研究结果还揭示了如何利用图像实施社交媒体营销策略。
期刊介绍：
Electronic Markets (EM) stands as a premier academic journal providing a dynamic platform for research into various forms of networked business. Recognizing the pivotal role of information and communication technology (ICT), EM delves into how ICT transforms the interactions between organizations and customers across diverse domains such as social networks, electronic commerce, supply chain management, and customer relationship management.
Electronic markets, in essence, encompass the realms of networked business where multiple suppliers and customers engage in economic transactions within single or multiple tiers of economic value chains. This broad concept encompasses various forms, including allocation platforms with dynamic price discovery mechanisms, fostering atomistic relationships. Notable examples originate from financial markets (e.g., CBOT, XETRA) and energy markets (e.g., EEX, ICE). Join us in exploring the multifaceted landscape of electronic markets and their transformative impact on business interactions and dynamics.
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