Engagement Intention Research Articles

Visual Constructs of Conflict and Solidarity: The Role of Visual Framing on Public Perceptions and Engagement Intentions with Social Protests

This study investigates the role of visual framing in shaping public perceptions of the Black Lives Matter (BLM) protests through an online experiment, informed by news value and protest paradigm theory. It specifically examines the effects of conflict versus solidarity visual frames on audience reactions when paired with textual framing of protest goals. Results indicate that solidarity visuals significantly decrease negative perceptions about protesters compared to conflict visuals, increase positive affect, and boost engagement intentions. Furthermore, the interaction between visual and textual framing demonstrates that “defund” and “reform” messages paired with solidarity visuals effectively reduce negative perceptions. These findings underscore the impact of visual elements in news coverage, highlighting the need for ethical considerations in visual journalism and suggesting that such framing can significantly influence audience attitudes and engagement with social issues.

Running Towards a Better Brand Attitude: How Gamification in Nike Run Club Can Help?

AbstractThe dynamics of the knowledge-based economy are intrinsically linked to the concept of gamification, which has been increasingly discussed in the context of companies’ marketing strategies. It is therefore necessary to understand how gamification can be strategically applied in different contexts to increase the performance and competitiveness of companies. This paper aimed to analyze how gamification impacts customers’ intention to participate in the gamification process and how this strategy influences customers’ attitudes towards the brand. Multiple linear regression analyses were conducted in a sample of 238 Portuguese consumers using the Nike Run Club application. The study revealed that gamification can be an effective tool to increase users’ interaction with brands. Perceived usefulness, perceived social influence, engagement intention and gamification performance were identified as the main predictors of gamification on brand attitude. Furthermore, social interaction is a key factor for the success of game systems, which should promote interaction between communities of players to share functionality and solve task problems. It was observed that attitude towards the brand is positively influenced by factors such as usefulness, perceived ease of use, social influence, intention to get involved, and gamification of performance, especially when these are mediated by the sensation of pleasure. This finding points to the importance of these elements in shaping consumers’ perceptions of brands. To maximize engagement with brands, gamification tools should allow sharing content and tasks, promoting discussions and broadening the connection between the gamers community. It is important to consider technological resources and innovation in the design of gamification tools, as well as to meet the different expectations of consumers, allowing different tasks and high connection between different information-sharing channels. This study contributes to the development of knowledge in gamification on brand attitude. Practical implications have been suggested to guide companies in implementing a successful gamified marketing strategy.

Continued engagement intention with social media influencers: the role of experience

PurposeThe emergence of social media platforms has revolutionized how brands develop partnerships with social media influencers (SMIs). However, users are seeking more meaningful engagement with SMIs, and little is known about how brands can shift their focus from transient engagements to continued engagement that builds long-term brand–consumer relationships. Extant research has provided inconsistent findings regarding consumer engagement behavior. To address this knowledge deficit, we contribute to the consumer engagement literature by developing and testing a conceptual model that explores and explains the relationships between the factors that influence continued engagement intention (CEI), a form of behavioral intention.Design/methodology/approachA literature review was conducted to identify gaps and develop a theoretically informed conceptual model and hypotheses. Survey data from 604 Instagram SMI followers were analyzed using partial least squares structural equation modeling using SmartPLS 3.3.3 to assess the structural model relationships and conduct post hoc analysis.FindingsThe findings suggest that it is important to positively influence consumer responses to elicit CEI. Furthermore, homophily attitudes toward SMIs moderate the relationship between SMI experience and CEI.Practical implicationsBrands must work with SMIs to create positive SMI experiences and develop CEI. Furthermore, SMIs should focus on brands that fit their lifestyles to enhance homophily attitudes and forge CEI.Originality/valueThis study contributes to the literature by combining social exchange and flow theories to develop and test a holistic framework for examining CEIs regarding SMIs and brands. The findings show that creating positive SMI experiences benefits brands seeking CEI.

Factors that influence the attitude of young people to participate in crowdfunding campaigns

This paper highlights the factors that influence young people’s attitude to participate in crowdfunding campaigns, and to what extent such factors impact their investment intentions. A quantitative approach is employed using a survey to gather information from Al Maaref University students about the determinants influencing their intentions to invest in crowdfunding and to explain how such factors affect their attitudes towards crowdfunding decisions. This study found that emotions and attitudes as well as attitudes and PBC are statistically and positively related. Moreover, personality types ‘Agreeableness (A) and Neuroticism (N)’ have a positive impact on PBC (with p ˂ 10%), and subjective norms (SN) have a direct influence on engagement intention (EI) (p ˂ 5%). PBC has a positive impact on EI (p ˂ 5%), and risk preferences have a positive impact on EI (with p ˂ 10%). In addition, results show that personality types do not have a positive impact on SN, and personality types Extraversion (E), Conscientiousness (C), and Openness (O), do not have a positive impact on PBC. Subjective norms do not have a positive impact on attitudes (p ˃ 5%). Moreover, PBC does not have a direct influence on SN or behavior, risk preferences do not have a positive impact on EI (p ˃ 5%), and demographic factors do not have a positive impact on EI. The findings of the study shall promote the comprehension of the influences that motivate young entrepreneurs to participate in crowdfunding campaigns. This paper’s findings benefit investors, fintech decision-makers, and policymakers.

Does Social Media Make Tourists More like Special Forces? The Impact of Supportive Communication on Generation Z’s Intention to Engage in Special Forces-Style Tourism

In the post-COVID-19 era, tourism and cultural industries have begun to bounce back, and their “revenge tourism” desire has forced “Special Forces-style tourism”, which was popularized throughout Chinese social media in 2023. This study explores a current knowledge gap in understanding how social media inspires Generation Z’s engagement in Special Forces tourism and implications for practical sustainable tourism. By leaning on the SOR model, Social Identity Theory, and Social Learning Theory, this study investigates how supportive and interactive social media environments shape the sustainable engagement intentions of Generation Z. We experimentally find that perceived supportive communication about sustainability issues significantly inflates sustainable engagement intentions in high-interactivity settings, by encouraging flow experiences and vicarious reinforcement that facilitate socially responsible travel decisions. Key findings include identification of supportive online interactions that can facilitate sustainable tourism among born-digital travelers, who enable informed, socially and environmentally responsible tourism behaviors.

The Impact of Non-profit Regulatory Instruments on Civic Engagement Intention in China

Abstract In China, both governments and civil institutions play important roles in non-profit regulation. However, with various regulatory instruments available, it remains unclear which has the strongest public support and most effectively promotes civic engagement. This study compared the impact of different non-profit regulatory instruments addressing information disclosure on two aspects of civic engagement intention: willingness to donate and willingness to volunteer. A survey experiment was conducted to analyse the perspectives of 939 Chinese participants on four types of regulation: no regulation, civil regulation, accommodative government regulation and deterrent government regulation. Results showed that regulation was preferred to no regulation and deterrent government regulation was preferred to accommodative government regulation, which was preferred to civil regulation. Additionally, public trust in non-profits significantly mediated the relationship between regulation and civic engagement intention. These findings suggest that government regulation, particularly the deterrent approach, garners strong public support and may be prioritized within the Chinese context.

The Influence of EXO Brand Ambassadors and Customer Engagement on Purchase Intention of Scarlett Whitening Body Lotion Tube Products on Social Media

This study aims to determine the effect of EXO brand ambassador and customer engagement on purchase intention of Scarlett Whitening Body Lotion Tube products on social media both partially and simultaneously and to determine the dominant variable on purchase intention of Scarlett Whitening Body Lotion Tube products on social media. This type of research is quantitative research with causal methods. The target population of this study are all prospective consumers and users of Scarlett Whitening Body Lotion Tube products on twitter and instagram. The research sample used was 100 respondents who were distributed through questionnaires. The sampling technique in this study was probability sampling with simple random sampling. Based on the results of the study, it shows that brand ambassadors do not have a positive and significant influence on the purchase intention of Scarlett Whitening Body Lotion Tube products, while customer engagement has a positive and significant influence on the purchase intention of Scarlett Whitening Body Lotion Tube products, brand ambassadors and customer engagement simultaneously have a positive and significant influence on the purchase intention of Scarlett Whitening Body Lotion Tube products, and customer engagement is a variable that has a dominant influence on the purchase intention of Scarlett Whitening Body Lotion Tube products on social media.

Are top influencers always good? Study on how travel influencers’ follower size affects consumers’ engagement intention

ABSTRACT This study, based on social impact and regulatory mode theories, investigates the mechanisms of engagement intention through scenario experiments. The results indicate that: (1) there exists an inverted U-shaped relationship between travel influencers’ follower size and consumers’ predictive expectations, as well as engagement intention; (2) predictive expectations serve as an instantaneous mediator; (3) compared to the locomotion-mode consumers, assessment-mode consumers enhance the inverted U-shaped relationship as described above. This study offers a novel theoretical perspective on marketing undertaken by travel influencers and provides specific recommendations which tourism companies can use in relation to influencer marketing.

Gaining in Giving: Unveiling Continuous Engagement Intentions with the Chinese Pro-Environmental Gamification Ant Forest

Gamification is increasingly recognized as a promising intervention to promote individual environmental contributions. However, the understanding of the motivations for users’ continuous engagement intentions with gamified environment protection remains insufficient. This study explores users’ continuous engagement intentions with Chinese pro-environmental gamification Ant Forest, using a research model that integrates the norm activation model, warm glow theory, and technology acceptance model. By analyzing quantitative survey data collected from 525 players of Ant Forest, the model is empirically examined through structural equation modelling. The research results show that Ant Forest users are motivated by a combination of altruistic, egoistic, and pragmatic factors. The identified positive impact factors include personal norms, ascription of responsibility, awareness of consequences, perceived warm glow, perceived ease of use, and perceived usefulness in improving users’ environmental contribution efficiency. Surprisingly, users find Ant Forest enjoyable as a game irrespective of its environmental benefits, but they are not primarily driven by the perceived pure fun from game playing. The findings of the study not only offer a comprehensive explanation for the antecedents of continuous engagement intentions with pro-environmental gamification but also provide theoretical and practical implications for gamification research and design in environment protection contexts.

Exploratory mixed methods investigation of time commitment in youth sport and physical activity: families’ experiences and satisfaction during the pandemic, and intentions for post-pandemic engagement

ABSTRACT Purpose/rationale: The COVID-19 pandemic drastically changed families’ time commitments for youth sport and physical activity (SPA). Guided by Social Ecology Theory, experiences and associated levels of satisfaction with these changes are explored, as well as intentions for post-pandemic engagement. Design/methodology/approach: Interviews with families (n = 14) informed the creation of a questionnaire that was distributed to 550 Ontarian families. Findings: Parents were satisfied with lower time commitment of youth SPA during the pandemic and would have liked to engage in less travel for youth SPA and fewer organized activities post-pandemic. However, families largely intended on increasing or reverting to their travel time for and diversity of activities post-pandemic, compared to pre-pandemic, suggesting that parents intend to support their children’s SPA preferences, regardless of their own. Practical implications: Given that parents intend to support their children’s SPA commitment preferences, tactics to ease the time demands on parents can be developed to provide greater value propositions for families. Research contribution: Two main consumer groups of youth SPA (i.e. parents and youth) can have differing preferences for their experiences. Originality/value: This study revealed conflicting experiences and preferences of two distinct consumer groups for youth SPA.

Effect of Outdoor Cycling, Virtual and Enhanced Reality Indoor Cycling on Heart Rate, Motivation, Enjoyment and Intention to Perform Green Exercise in Healthy Adults.

Background: Despite the benefits of physical activity (PA), Italy ranks low in leisure-time PA among European countries. Integrating virtual (VR)/enhanced (ER) reality with exercise equipment could boost PA engagement. Limited studies have explored how VR/ER-integrated cycling activity, compared to outdoor settings, influences PA among university students. Therefore, this study aimed to evaluate the acute effects of a brief cycling session outdoors and indoors on psychological and physiological outcomes, and secondly, investigate the potential of VR/ER-mediated nature experiences as a tool to promote green exercise. Methods: In February 2024, thirty-one subjects (20 M and 11 F; age 24.3 ± 3.2 years; BMI 23.5 ± 3.6 kg/m2) were involved in this randomized crossover-controlled trial, where they were assigned to three different conditions: ER cycling (ERC), VR cycling (VRC), and outdoor cycling (OUTC). Heart rate (HR), Physical Activity Enjoyment (PACE), Intrinsic Motivation Inventory (IMI), and Intention to Perform Green Exercise (INT-GE) were assessed at the end of each condition. Results: The OUTC condition showed significantly greater PACE, IMI, and INT-GE than ERC/VRC (p < 0.001), lower HRmean than ERC/VRC (p < 0.001 and p < 0.05, respectively), and lower HRmax than ERC (p < 0.05). Conclusions: VRC and ERC enhanced engagement and physiological responses during indoor cycling, but outdoor cycling offered superior benefits in motivation, enjoyment, and future engagement intentions. No significant differences were found between VRC and ERC in promoting intentions for outdoor activities, suggesting both technologies could be equally effective.

Examining the Influence of Sports Appreciation on Sports Engagement and Behaviors: The Moderating Role of Sport Type among Taiwanese Pupils

This study examines the impact of sports participation and appreciation on sports identification and engagement with sports spectatorship with the sport type as a moderator through a perspective of the social and emotional development of elementary school students in Taiwan. This research specifically explores the influence of baseball and badminton activities on students’ engagement and connection with sports. An experimental design, supplemented with questionnaires, was utilized, involving 111 students from middle and upper grades who either participated in a recreational sports camp or did not. This study aimed to uncover quasi-causal relationships among active sports participation, personal identification with sports, and spectator behaviors. Pre- and post-camp surveys indicated that participation in sports camps significantly enhanced sports identification and interest in spectating, particularly in baseball, because of more frequent viewing opportunities. The findings highlight the importance of the type of sport and the level of identification with it in sustaining an ongoing interest in sports spectatorship. Interestingly, introducing spectatorship at badminton camps resulted in decreased sports identification and engagement intentions, suggesting that programs must be tailored to developmental needs and meet the abilities of young learners to be effective.

AI in the spotlight: The impact of artificial intelligence disclosure on user engagement in short-form videos

This paper aims to investigate how AI disclosure affects user engagement intention. We try to comprehensively explore the fundamental mechanisms behind AI disclosure and user engagement, along with the boundary conditions that impact the relationship. Based on the heuristic-systematic model, this study built a moderated mediation model and conducted an online experiment on “Credamo” platform. The 479 valid experimental data of the study were analyzed by partial least squares structural equation modeling (PLS-SEM). The results indicate that AI disclosure has a direct, positive impact on user engagement intention, while it could also diminish user engagement intention by lowering users' perceived content quality. However, the negative impact on perceived content quality can be mitigated by improving users’ perceived AI capabilities. This study expands the research focus of AI disclosure and the practical application of heuristic-systematic model, which provides theoretical insights to the artificial intelligence related literature. In addition, we put forward to informed practical recommendations for video content creators and publishers in creating content and promoting user interaction.

What's the story of the elephant? Evaluation of choose‐your‐own‐adventure activities on public perception of human–elephant conflict

AbstractChoose‐your‐own‐adventure (CYOA) narratives offer immersive experiences that can effectively convey complex conservation concepts, fostering empathy and critical thinking, particularly in addressing issues like human–elephant conflict. Despite their potential, there is limited research on the use of CYOA activities in conservation education. In this study, we created an interactive story centered on elephant conservation, drawing from existing research to distill scientific concepts into engaging narratives and utilizing various modes of delivery (YouTube and live performances) to reach diverse audiences. We conducted postactivity surveys to assess variations in audience perception, learning, and conservation engagement intentions in relation to sociodemographic factors, activity type, and messages encountered. We then modeled the relationships between ordinal responses and explanatory variables using cumulative ordinal mixed models (N = 398). For the YouTube version, we also considered sociodemographic factors (YouTube n = 53, non‐YouTube n = 47). Our findings indicate a preference for live performances over online YouTube activity, with participants gaining knowledge about elephant conservation from both formats. For the YouTube activity, participants strongly agreed that the activity allowed engagement with the character and topic. They also expressed a higher likelihood of participating in several conservation actions, relative to a control group. While CYOA storytelling shows promise for conservation education, challenges remain in simplifying scientific language, assessing its impact on comprehension of complex issues, standardizing outcomes, and effectively communicating knowledge. Further research is recommended to adapt this approach, making it applicable to various audiences and domains beyond conservation.

Evaluating Saudi Arabian nurses' willingness to respond to nuclear and radiological disasters.

We evaluated Saudi Arabian nurses' willingness to engage in nuclear and radiological disaster response. In the face of rising nuclear and radiological threats, it is essential that nurses are fully prepared to handle the health consequences of such emergencies. As frontline responders, nurses play a critical role in managing high-stakes situations, making their readiness a key factor in ensuring public safety during these crises. A cross-sectional survey was conducted among 612 registered nurses in Saudi Arabia. The survey used a structured questionnaire based on the theory of planned behavior, identifying behavioral intentions as the primary outcome and attitudes toward these behaviors, subjective norms, and perceived behavioral control as influencing factors. The data were analyzed using descriptive and inferential statistics. Most respondents lacked specialized training and reported strong behavioral intentions. Attitude and perceived behavioral control were key drivers of these behavioral intentions, with less impact from subjective norms. Behavioral intentions were also shaped by education, the perceived likelihood of nuclear and radiological emergencies in their region, peer influence, perceived self-efficacy, and family concerns. Younger and married nurses showed significantly stronger behavioral intentions. Although most nurses lacked specialized training, their strong engagement intentions and positive responses to active learning and training indicate a desire to close this gap through further education. However, inadequate institutional support, trouble communicating with family, and concerns about personal radiation exposure emerged as potential barriers. Targeted educational initiatives and support systems are needed to enhance nurses' confidence, competence, and willingness to engage in radiological and nuclear emergency scenarios. Policymakers should prioritize the development of specialized training programs and support mechanisms for nurses, ensuring they are adequately prepared to respond effectively to increasing radiological and nuclear threats.

The Discomfort Dilemma: How Pro-environmental Consumption Affects Consumer Trust in Green Social Media Marketing and Engagement Intentions

The Discomfort Dilemma: How Pro-environmental Consumption Affects Consumer Trust in Green Social Media Marketing and Engagement Intentions

Uprising of the young generation: exploring the association between social mobility belief and political engagement intention among Hong Kong youth

Civic engagement, particularly political engagement, is an important aspect of youth development. In response to rising youth activism, this study examined what was related to youth’s emerging intention to engage in both normative (legal) and non-normative (illegal) political actions through the lens of social mobility beliefs. Based on the reports of college students in Hong Kong (N = 1,033), the findings revealed that social mobility belief regarding average people (i.e., societal belief) rather than that regarding oneself (i.e., personal belief) was negatively related to youth’s intention to engage in normative political action. Furthermore, parallel mediation analyses showed two indirect effects of social mobility beliefs after controlling for sociodemographic factors, post-materialistic values and political interest. Specifically, youth who endorsed a stronger societal social mobility belief tended to perceive lower social injustice, and they were then less willing to engage in normative and non-normative political actions. Additionally, those who endorsed a stronger societal social mobility belief tended to report higher external political efficacy, and they were then more willing to engage in normative political actions. The findings highlight the importance of considering youth’s worldviews in the theorization of the development of political attitudes and behaviors.

The impact of Metaverse’s social presence and NFT product characteristics on consumer satisfaction and continued engagement intention

The impact of Metaverse’s social presence and NFT product characteristics on consumer satisfaction and continued engagement intention

The intersection of “real” and “reel”: An investigation of K-pop idol dual self-presentation, paid advertisements, and fan engagement

K-pop idols meticulously manage their public image on social media by blending aspects of professional and personal self-presentation, occasionally incorporating paid advertisements. This research aims to investigate these strategies on idols’ personal Instagram accounts and their impacts on fans. Two studies were conducted. In Study 1, a content analysis of the ten most recent Instagram posts from 26 K-pop idols revealed a combination of both self-presentation types with a slightly higher prevalence of personal one. One-fourth of the posts contained paid advertisements, and they were more prevalent in professional self-presentation. Posts featuring personal self-presentation garnered significantly more likes and comments, and so did posts without paid advertisements. Study 2, an online experiment with 240 Korean Instagram users, compared professional and personal self-presentation with and without paid advertisement. The results showed that paid advertisement significantly influenced perceptions of the idol, diminishing perceived authenticity, professionalism, and para-social relationship. In contrast, professional self-presentation heightened only perceived professionalism compared to personal self-presentation. Engagement intentions did not significantly differ between self-presentation types but were lowered by paid advertisement indirectly through reduced perceived para-social relationship. This research highlights the complex dynamics of online self-presentation, fan engagement, and the potential drawbacks of commercialization in K-pop.

Self-Service Hotel Check-In: Is There Still a Role for the In-Person Experience?

ABSTRACT This study investigated the short service encounters of hotel guests’ in-person versus self-service technology (SST) check-in experiences based on their perceptions of the check-in significance and impact on service and relationship outcomes. Guests (n = 378) completed an intercept survey at four mega-resorts immediately after check-in. Based on social cognitive theory, a research model was developed and tested using PLS-SEM. Check-in significance was an important personal psychological factor in customer perceptions, influencing their service quality evaluation, satisfaction, intention to engage, and trust the service provider. Emotional engagement intention served as a partial mediator. Multi-group analysis showed a significantly higher effect of in-person check-in on customer satisfaction and intention to emotionally engage with employees compared to SST check-in. Theoretical and practical contributions to customer relationship management are presented.