PhD Dissertations

Permanent URI for this communityhttps://hdl.handle.net/10679/9876

Browse

Browsing by Subject "Advertising"

Filter results by typing the first few letters
Now showing 1 - 1 of 1
  • Placeholder
    PhD DissertationPublicationMetadata only
    The effects of climate on social media engagement
    Turan, Işıl Büdeyri; Akçura, Münir Tolga; Akçura, Münir Tolga; Ataman, Mehmet Berk; Döğerlioğlu-Demir, Kıvılcım; Pauwels, Koen Hendrik; Sriram, S.; Graduate School of Business
    User-generated content drives engagement, crucial for brand performance. Social media engagement is influenced by individual mood, preferences, and environmental cues, including temperature. Despite its impact, the specific influence of temperature on user engagement remains unclear. This thesis investigates temperature's impact on user engagement and its interaction with social media campaigns. The focus is on temperature due to its overwhelming influence on social media engagement compared to other climate variables such as cloudiness, air pressure, wind speed and humidity. Through a controlled experiment and empirical study spanning five and a half years, the research reveals several key findings: extremely high temperatures decrease user engagement by reducing happiness levels; high temperatures have a greater impact than low temperatures. The detrimental impact of high temperatures is significant on post creation, but not on liking, commenting, and sharing behaviors, indicating content creation behavior is more sensitive to high temperatures than content contribution behavior. A specific dataset composed of user-generated content quantifies the negative impact of high temperatures and shows that a social media campaign during extreme heat mitigates its adverse effects by only 36.7%; and campaign effectiveness decreases by 29.2% during extremely hot weather. This study is the first to comprehensively explore the effects of extreme temperatures on user engagement. The implications extend to researchers, social media managers, and campaign planners, providing insights for enhancing engagement strategies in varying temperature conditions.