How online exposure to nature affects customer engagement: Evidence from Sina Weibo

Jiaqi Wang (), Peng Zou () and Bo Yu ()
Additional contact information
Jiaqi Wang: Harbin Institute of Technology
Peng Zou: Harbin Institute of Technology
Bo Yu: Harbin Institute of Technology

Electronic Markets, 2024, vol. 34, issue 1, No 44, 17 pages

Abstract: 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.

Keywords: Online exposure to nature; Social media engagement; Environmental psychology; Attention restoration theory; Stress reduction theory (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s12525-024-00728-w Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:elmark:v:34:y:2024:i:1:d:10.1007_s12525-024-00728-w

Ordering information: This journal article can be ordered from
http://www.springer. ... ystems/journal/12525

DOI: 10.1007/s12525-024-00728-w

Access Statistics for this article

Electronic Markets is currently edited by Rainer Alt and Hans-Dieter Zimmermann

More articles in Electronic Markets from Springer, IIM University of St. Gallen
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().