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Building on the “needs–affordances–features” framework, the authors explored how users are motivated by their needs to actualize the feature-enabled affordances and engage in the metaverse.

The data were collected through semi-structured and in-depth interviews with 35 participants. The authors applied thematic analysis to summarize the key features and affordances, supplemented by frequency analysis to explore the significance of the features. Sentiment analysis was employed to explicate the relationship between user affordance sentiments and engagement.

The key features of the metaverse portal components—hardware, software and content—afford user behaviors. The features of mechanics and physics engines are important for user engagement in the metaverse. The affordances are related to needs satisfaction and user engagement. Mental immersion was frequently mentioned by the participants, implying that it is significant to afford mental immersion in the metaverse.

The findings of the study provide a rich understanding for practitioners in the metaverse on how to use the features to afford user behaviors and engage them. The authors identified the key elements of user engagement that can be used to guide metaverse game designers.

This study provides a rich and systematic understanding of features, affordances, needs satisfaction and engagement in the metaverse. Going beyond a fragmented view, the findings conclude a research framework that weaves features, affordances, needs and engagement together.

As fertile soil for product promotion, online interest communities have gradually come into brands' view. However, existing research does not clarify whether brand engagement in consumer interaction is beneficial to the development of online interest communities. This study attempts to investigate the effects of brand engagement on the online interest community operation.

The authors propose a model that delineated the influence of brand engagement on consumers' citizenship behavior in the online interest community from the commitment-trust perspective. Scenario-based experiments were conducted and 536 data were collected by simple random sampling.

Results shows that a stronger perception of brand engagement has a positive influence on the relationship (trust and commitment) between the community and its users, which further influences online community citizenship behavior (feedback, advocacy and tolerance) of both posters and lurkers, especially for the posters. Although relationships are more complex, brand engagement activates the development of online interest communities to some extent.

This original study contributes to the commitment-trust theory by examining the impact of brand engagement on citizenship behavior via community commitment and trust in the online interest community context. In addition, this study compares the moderating effect of posters vs lurkers on the relationship between brand engagement and citizenship behavior in the online interest community.

Using the stimulus–organism–response (SOR) theoretical model, this empirical research aims to examine and validate how tourists’ interactions with 360-degree virtual reality (VR) videos incorporating Web navigability and visual interface design quality (stimulus) on travel websites can make tourists more engaged and then satisfied (organism), which could make them more likely to visit destinations and spread electronic word of mouth (e-WOM) (response).

Using the convenience sampling method, 975 responses were collected through a questionnaire. The data were analysed using Smart-PLS 4 software to investigate the hypothesised relationships.

The findings demonstrate that 360-degree VR videos significantly create Web user engagement, and Web user engagement is significantly associated with Web user satisfaction. The result shows that Web user engagement and satisfaction impact the intention to visit the tourist destination. Additionally, Web user satisfaction impacts e-WOM. Lastly, navigability and visual interface design quality are significantly moderated between 360-degree VR videos and Web user engagement.

This research only examined the tourists’ behavioural intentions with 360-degree VR videos during the pre-travel phase. In contrast, future research may investigate how tourists behave with VR during the on-site and post-travel phases.

Tourism marketers should not only adopt 360-degree VR but also integrate Web navigability and visual interface design to boost Web users’ engagement on tourism websites.

This study advances the study of VR from the tourists’ psychological perspective. Moreover, the SOR theory has been re-examined from the VR and technology tourism perspectives. It provides a general understanding of the behavioural aspects of tourists in developing countries.

利用刺激-有机体反应（SOR）理论模型, 本实证研究检验并验证了游客与旅游网站上结合了网络导航性和视觉界面设计质量（刺激）的360度虚拟现实(VR)视频的互动如何使游客更投入、更满意（有机体）, 这可能使他们更有可能访问目的地并传播电子口碑（响应）。

采用方便抽样法, 通过问卷调查收集了975份回复。使用Smart-PLS 4软件对数据进行分析, 以调查假设的关系。

研究结果表明, 360度虚拟现实(VR)视频显著提高了网络用户参与度, 网络用户参与与网络用户满意度显著相关。结果表明, 网络用户参与度和满意度对旅游目的地的访问意愿有影响。此外, 网络用户满意度也会影响电子口碑。最后, 在360度虚拟现实(VR)视频和网络用户参与度之间, 导航性和视觉界面设计质量显著适中。

这项研究只考察了游客在旅行前阶段使用360度虚拟现实(VR)视频的行为意图。相比之下, 未来的研究可能会调查游客在现场和旅行后阶段使用虚拟现实(VR)的行为。

旅游营销人员不仅应采用360度虚拟现实(VR), 还应将网络导航性和视觉界面设计相结合, 以提高网络用户对旅游网站的参与度。

本研究从游客的心理角度推进了虚拟现实(VR) 的研究。此外, 还从虚拟现实(VR)和科技旅游的角度重新审视了SOR 理论。它提供了对发展中国家游客行为方面的一般了解。

Utilizando el modelo teórico estímulo-organismo-respuesta (SOR), esta investigación empírica examinó y validó cómo las interacciones de los turistas con los vídeos de RV de 360 grados que incorporan la navegabilidad web y la calidad del diseño de la interfaz visual (estímulo) en los sitios web de viajes pueden hacer que los turistas se sientan más comprometidos y luego satisfechos (organismo), lo que podría hacerles más propensos a visitar los destinos y a difundir el e-WOM (respuesta).

Utilizando el método de muestreo por conveniencia, se recogieron 975 respuestas a través de un cuestionario. Los datos se analizaron mediante el software Smart-PLS 4 para investigar las relaciones hipotetizadas.

Los resultados demuestran que los vídeos de RV de 360 grados generan un compromiso significativo de los usuarios de la web y que el compromiso de los usuarios de la web se asocia significativamente con su satisfacción. El resultado muestra que el compromiso y la satisfacción del usuario web repercuten en la intención de visitar el destino turístico. Además, la satisfacción del usuario web influye en el e-WOM. Por último, la navegabilidad y la calidad del diseño de la interfaz visual son significativamente moderadas entre los vídeos de RV de 360 grados y el compromiso del usuario web.

Esta investigación sólo examinó las intenciones de comportamiento de los turistas con los vídeos de RV de 360 grados durante la fase previa al viaje. En cambio, en futuras investigaciones se podría estudiar cómo se comportan los turistas con la RV durante las fases in situ y posterior al viaje.

Los profesionales del marketing turístico no sólo deberían adoptar la RV de 360 grados, sino también integrar la navegabilidad web y el diseño de la interfaz visual para potenciar el compromiso de los internautas en los sitios web turísticos.

Este estudio avanza en el estudio de la RV desde la perspectiva psicológica del turista. Además, se ha reexaminado la teoría S-O-R desde las perspectivas de la RV y el turismo tecnológico. Proporciona una comprensión general del aspecto conductual de los turistas en los países en desarrollo.

The purpose of this study is to investigate how libraries use Twitter as a social media platform and examine the tweets they post, including multimedia content such as images and video clips. The study also aims to analyse the relationship between post types and user engagement and evaluate the effects of post features, such as multimedia content, on user engagement.

The methodology of the study involved three phases. In Phase 1, a review of related literature was conducted to develop a holistic approach for the study. In Phase 2, official Twitter handles of selected libraries were identified and verified for authenticity using various methods, including cross-checking with library websites. During Phase 3, data was collected from the Twitter handles. The data was then tabulated and interpreted to achieve the set objectives of the study.

The paper examined the tweets posted by select libraries on Twitter and their impact on user engagement. The study found that most tweets were related to library resources/collection and announcements, followed by events hosted by libraries. Emotionally inspiring posts and daily facts were also commonly posted. The findings also showed that including images in tweets resulted in higher levels of user engagement than video clips did. The study suggests that incorporating images fosters engagement and boosts retweets, while watching a video takes more effort and time.

The practical implications of the study can provide insights into the tweets that generate user engagement, which can help libraries tailor their social media strategies to attract and retain more followers. The paper can help libraries measure the success of their social media activities by evaluating user engagement metrics.

The originality/ value of the study lies in its examination of how libraries use Twitter as a social media platform, including the tweets they post and the impact of multimedia content on user engagement. While previous studies have examined the use of social media by libraries, this study focuses specifically on Twitter and provides a detailed analysis of the tweets that generate user engagement.

This study examined the relationship between perceived personalization and positive electronic word of mouth, as well as the mediating impact of online advertising engagement and the moderating effect of online users' modes on that relationship. The theory of presence serves as the foundation for the relationships among variables.

A quasi-experimental research design was used to carry out the investigation. The analysis was performed on 865 valid responses from the treatment and control groups.

Results showed no mediation for the control group and partial mediation for the treatment group. The treatment group's moderated mediation relationships were found as significant, but the control group's relationships were insignificant. The findings also supported the hypothesis that there is a significant association between perceived personalization and online advertising engagement for playful online users and a weak relationship for serious online users. On the mediation link of online advertising engagement between perceived personalization and positive electronic word of mouth, the conditional indirect influence of “online users' modes” has been specifically studied.

This study is the first to examine online advertising through the lens of the theory of presence and offers a moderated-mediation model of Online Users' Modes and Online Advertising Engagement, which is a valuable addition to the marketing body of knowledge.

The purpose of this paper is to investigate the process by which the level of immersion in virtual reality-based behavioral simulation (VR-BS) impacts on the non-cognitive and cognitive outcomes. The cognitive outcome is measured using the increase in the level of Sharia financial literacy, while the noncognitive outcome is measured using the behavioral intention to use VR-BS.

The method consists of two parts: First, the development of VR-BS, in the context of sharia financial literacy, using the waterfall model. Second, testing the effectiveness of VR-BS using the theory of interactive media effects framework. The participants were 142 students from three secondary schools (two Islamic religious schools and one public school) in Yogyakarta and Central Java, Indonesia. Partial least squares structural equation modeling was used for testing the hypotheses.

VR-BS creates a perceived coolness and vividness, which in turn has an impact on increasing the participants’ engagement. Also, the use of VR has an impact on natural mapping, which increases a user’s engagement through its perceived ease of use. As predicted, the user’s engagement affects VR’s behavior, mediated by the user’s attitude toward VR media. VR’s interactivity, however, does not impact on the cognitive aspect.

The participants were not randomly selected, as the data were collected during the COVID-19 pandemic. As a result, the majority of the participants had never tried VR before this study. The participants, however, were digital natives.

It is implied from the findings that Islamic financial business actors and the relevant government agencies (e.g. the Indonesian Financial Services Authority [OJK], the Ministry of Education, Culture, Research and Technology and the Ministry of Religious Affairs) should collaborate to best prepare the future generation of ummah by using VR-BS in their joint promotion and education programs. The results of the current study reveal that the use of VR-BS may attract people to engage in Islamic financial activities. By engaging in such activities, or at least engaging in real-life simulations/classes/workshops, people may gradually acquire more knowledge about Islamic finance.

As predicted, the user’s engagement has an impact on behavior toward VR-BS, which is mediated by attitude toward VR-BS.

Local events play a significant role in rebuilding relationships and increasing engagement with local communities in the postpandemic. This study aims to investigate how potential attendees’ usage of local event hashtags facilitates social media engagement, further enhancing their intentions to attend local events.

This study adopted an exploratory sequential mixed approach. The qualitative phase used 12 semistructured in-depth interviews to explore motivations for hashtag usage and developed instruments to measure hashtag usage and social media engagement. The quantitative phase examined the relationship among motivations and behaviors of hashtag usage, social media engagement and behavioral intention through 522 online surveys.

Qualitatively, four themes manifest in hashtag users’ motivations in the context of local events: self-promoting, searching, summarizing and conforming. The quantitative findings show that these motivations influence active and passive hashtag usage differently, leading to different types of social media engagement (i.e. persistent, customized and triggered engagement). All social media engagements can significantly enhance the intention to attend local events.

This study divides active and passive hashtag users, conceptualizes social media engagement through hashtag usage under the affordance approach and develops instruments for these concepts. It emphasizes the importance of hashtag usage that drives social media engagement and provides insights for local event planners.

在后疫情时期, 本地活动在重建关系和增加与当地社区的参与方面发挥着重要作用。本研究调查了潜在参与者对当地活动话题标签的使用如何促进社交媒体的参与, 进一步增强了他们参加当地活动的意愿。

本研究采用了一种探索性的顺序混合方法。定性阶段采用了12次半结构化的深度访谈, 以探讨话题标签使用的动机, 并开发了用于测量话题标签使用和社交媒体参与的量表。定量阶段通过522份在线调查研究了动机与话题标签使用、社交媒体参与和行为意向之间的关系。

在定性研究中, 话题标签用户的动机在当地活动背景下表现为四个主题：自我推广、搜索、总结和顺应。定量研究结果显示, 这些动机以不同方式影响主动和被动话题标签使用, 从而导致不同类型的社交媒体参与（即持续型、定制型和触发型参与）。所有社交媒体参与都能显著增强参加当地活动的意愿。

本研究区分了主动和被动话题标签用户, 通过能力方法构想了话题标签使用下的社交媒体参与, 并为这些概念开发了测量工具。本研究强调了推动社交媒体参与的话题标签使用的重要性, 并为当地活动策划者提供了见解。

An integrative model that predicts users' stickiness to WeChat is built. In the proposed model, perceived value plays a dual mediating role in the causal pathway from users' immersive experiences of presence and flow to their engagement and stickiness. Furthermore, presence is treated as a bi-dimensional construct made up of spatial feelings and the sense of being in company, and users' engagement is conceived as cognitive, affective and behavioural contributions to WeChat's marketing functions.

The authors develop a measurement instrument and analyse data from a survey of 917 WeChat users. They use a hybrid partial least squares-structural equation modelling (PLS-SEM) and neural network approach to confirm the reliability and validity of the measurement items and all the relationships between the constructs.

The paper provides robust evidence about the mediating influences of both utilitarian and hedonic value on users' engagement with the immersive experiences of presence and flow. An additional finding highlights the role of social norms in engagement and stickiness.

Rather than studying the effects of the immersive experiences of presence and flow from either a hedonic or a utilitarian perspective, the authors consider how immersive experiences shape both utilitarian and hedonic value, as well as their joint impact (along with that of social norms) on users' engagement and stickiness.

The COVID-19 pandemic triggered an increase in online traffic, with many assuming that this technology would facilitate coping through active social connections. This study aims to interrogate the nature of this traffic-engagement relationship by distinguishing between passive (e.g. browsing) and active (e.g. reacting, commenting and sharing) engagement, and examining behavioral shifts across platforms.

Three field studies assessed changes in social media engagement during the COVID-19 pandemic. These studies included social media engagement with the most followed accounts (Twitter), discussion board commenting (Reddit) and news content sharing (Facebook).

Even though people spent more time online during the pandemic, the current research finds people were actively engaging less. Users were reacting less to popular social media accounts, commenting less on discussion boards and even sharing less news content.

While the current work provides a systematic observation of engagement during a global crisis, it does not claim causality based on its correlational nature. Future research should test potential mechanisms (e.g. anxiety, threat and privacy) to draw causal inference and identify possible interventions.

The pandemic shed light on a complex systemic issue: the misunderstanding and oversimplification of how online platforms facilitate social cohesion. It encourages thoughtful consideration of online social dynamics, emphasizing that not all engagement is equal and that the benefits of connection may not always be realized as expected.

This research provides a postmortem on the traffic-engagement relationship, highlighting that increased online presence does not necessarily translate to active social connection, which might help explain the rise in mental health issues that emerged from the pandemic.

Most new media research focuses on behavior as a measure of engagement, while the psychological state of being occupied with its content has received little attention. This study examined news engagement beyond pure action observation by exploring young people’s psychological experiences with the news.

The study carried out a digital native’s survey on 212 people (18–28 years). The focus of the survey was on understanding individuals’ engagement with online news using affective and cognitive components. The authors compared the influence of each type of engagement on youth consumption of and attitudes toward online news.

The results of the hierarchical regression analysis showed that affective engagement can be a stronger predictor of online news consumption than cognitive engagement. While affective engagement significantly predicts positive attitudes toward online news, cognitive engagement had no significant effect.

These findings suggest that “engaging the heart” is more influential than “engaging the mind” in drawing young people to the news in today’s information environment. The study thus contributes to the understanding of the cognitive and emotional focus on news content and their importance in shaping young people’s expectations of online news. The findings from this study could have broader implications for future trends in online news consumption.