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

Author

Listed:
  • Jiaqi Wang

    (Harbin Institute of Technology)

  • Peng Zou

    (Harbin Institute of Technology)

  • Bo Yu

    (Harbin Institute of Technology)

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.

Suggested Citation

  • Jiaqi Wang & Peng Zou & Bo Yu, 2024. "How online exposure to nature affects customer engagement: Evidence from Sina Weibo," Electronic Markets, Springer;IIM University of St. Gallen, vol. 34(1), pages 1-17, December.
    • Handle: RePEc:spr:elmark:v:34:y:2024:i:1:d:10.1007_s12525-024-00728-w
    DOI: 10.1007/s12525-024-00728-w
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    More about this item

    Keywords

    Online exposure to nature; Social media engagement; Environmental psychology; Attention restoration theory; Stress reduction theory;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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