The more touch, the better? How virtual touch affects online mental health service satisfaction

Purpose As reliance on online mental health communities grows, the lack of physical presence poses a challenge to service effectiveness. While existing literature predominantly frames virtual touch as a universally positive tool for building digital intimacy, its impact on psychologically vulnerable users remains theoretically ambiguous. This study examines how text-based virtual touch can shift from a supportive cue to a psychological threat, ultimately reducing service satisfaction. Design/methodology/approach Secondary data and three experiments were conducted to examine the effect of virtual touch on Q&A service satisfaction. Findings Results indicate that virtual touch from service providers negatively impacts Q&A service satisfaction, primarily due to heightened perceived social boundary intrusion. Furthermore, when users experience non-interpersonal (vs. interpersonal) mental distress, the above main effect of virtual touch is reversed. Originality/value This research uncovers the adverse effects of virtual touch and its underlying mechanisms, contributing to the literature on embodied cognition and virtual interaction within the context of digital marketing. Furthermore, it offers practical implications for platforms and service providers, helping them develop more effective communication strategies.