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Although user behaviors in social network service (SNS) have been well studied in prior literature, most of these studies focus on those behaviors with relatively deep user engagement such as information disclosure, while the underlying mechanisms that explain users’ shallow engagement behaviors (e.g. Like behavior) have been rarely discussed. To fill this research gap, the purpose of this paper is to propose and empirically test a research model to identify the antecedents of Like behavior.

This study identifies the distinctions between post behavior and Like behavior and develops a research model of Like behavior by emphasizing the role of sense of presence from the perspective of symbolic interactionism. The model is tested through a survey with 479 users of WeChat (a popular SNS tool in China). Structural equation modeling, SmartPLS in particular, is used for data analysis.

Three value perceptions, namely cognitive value, hedonic value and social value, are found to be positively associated with Like intention, and sense of presence is found to affect Like intention both directly and indirectly via the three value perceptions.

The research model is tested based on a specific SNS in China, so whether the conclusions can be applied to other research contexts should be further examined in future research. This study identifies the distinctions between post behavior and Like behavior and suggests to view the Like behavior from the perspective of symbolic interactionism.

The paper outlines ways to effectively promote SNS users’ Like behaviors by enhancing the functions related to three value perceptions, especially by enriching the ways that facilitate interpersonal interactions.

This paper is one of the first to distinguish Like behavior from post behavior in SNS, propose and empirically test a research model of Like behavior. In particular, this paper strengthens the important role of sense of presence from the perspective of symbolic interactionism which has rarely been investigated in prior studies.

An increasing number of immersive technologies have been adopted in museum tourism in response to shifting consumer habits in the digital era. In contrast, the authenticity experience of museum tourists relies on genuine relics, the environment and activities, which are ancient or traditional. This raises the question of whether tourists can perceive authenticity in immersive technology-based museum tourism. To address this question, this study aims to explore the impact of virtual reality (VR) attributes on tourists’ presence, tourism authenticity and subsequent behavioral intentions in virtual museums.

Data were collected via scenario-based surveys of participants who had taken virtual museum tours based on VR. A total of 174 effective questionnaires were collected for exploratory factor analysis via SPSS 25. Afterward, 597 questionnaires were obtained for confirmatory factor analysis and path analysis via Mplus 7.4.

A conceptual model of how VR attributes influence presence, authenticity and visit intention was developed. There is a chain intermediary between presence and visit intentions, from original authenticity to interactive authenticity and then to emotional authenticity. Technology readiness and museum familiarity moderate some relationships between VR attributes and presence.

The findings can guide museums in improving the use of VR. For example, managers can improve the quality of virtual systems and adopt various interactive forms to enhance tourists’ participation experiences.

These research findings contribute to the research area of immersive technology adoption, enhance the understanding of tourism authenticity in the new context of technology application and extend the presence-emotion-intention theory.

This paper aims to examine how presence (the social presence of live streaming platforms, of viewers, of live streamers and telepresence) affects consumer trust and flow state, thus inducing impulsive buying behaviors, personal sense of power as moderator.

Drawing on the Stimulus-Organism-Response (S-O-R) framework, the conceptual model covers social presence, telepresence, consumer trust, flow state, personal sense of power and impulsive buying behavior. An online survey was conducted from 405 consumers with the experience of live streaming shopping in China; structural equation modeling (SEM) was used for data analysis.

Results find that three dimensions of social presence (the social presence of live streaming platforms, of viewers, of live streamers) and telepresence have a positive and significant influence on consumer trust and flow state, thus triggering consumers’ impulsive buying behavior. Furthermore, consumers’ sense of power moderates the process from consumer trust, flow state to impulsive buying behavior.

This study will help live streamers and e-retailers to have a further understand on how to stimulate consumers’ buying behavior. Furthermore, it also provides reference for the development of live streaming commerce in other countries.

This research examines the effect of social presence and telepresence on impulsive buying behavior in live streaming commerce, which is inadequately examined in extant literature.

This paper investigates the social online learning experiences of teacher trainees during the COVID-19 pandemic. The study's model gauges the relationships between social presence, sense of community, and collaborative learning in online work-based learning environments.

This study uses a cross-sectional design, specifically an online questionnaire, to collect data from teacher-trainees in different years of their university programs.

The findings indicate significant and positive relationships between social presence and both sense of community and collaborative learning, and between collaborative learning and sense of community in a work-based online learning environment. Moreover, collaborative learning was found to mediate the relationship between social presence and sense of community in the study's model.

The use of questionnaires to collect self-reported data from a mostly female undergraduate sample is expected to affect the generalizability of the results. Experiments or observation methods and a wider sample of participants can be used in future research to build on the findings of this study.

The authors recommend that educators play an active role in improving the students' online social learning experiences, especially their social presence and collaborative learning. By using different interactive methods (e.g. encouraging students to ask questions, express emotions, share resources, and reflect on their learning in a group), educators can help students achieve a sense of community and, hence, realize the many beneficial outcomes tied to community creation in online learning environments.

The study contributes to knowledge by highlighting students' social experiences while learning online, a usually overlooked area of study. These insights are especially important in a time when online learning has become a necessity rather than a choice and when students are in dire need of social support and community. Researching the online social learning experiences of teacher-trainees lends additional value to the study, as it is necessary for future teachers to experience and master this type of learning during their pre-service training so they can apply it with higher levels of confidence and efficacy in their future classrooms.

Enlightened by the theoretical framework of adapted protection motivation, this study aims to explore and assess the viability and resilience of hospitality consumption in the ongoing Covid-19 era as embodied in the activity of staycation, which is gaining popularity as a rare escape from the hemming in of the pandemic.

This study collects data from staycation guests in Hong Kong, which at the time was under semi-lockdown imposing compulsory quarantine for inbound visitors. The data was analyzed through structural equation modeling (SEM).

It is revealed by the study results that staycation experiences in Hong Kong are underpinned by a full mediating effect between place attachment and experience quality is performed by sense of presence, together with consolidation of experience quality and psychological detachment as tenable mediators in the research model. Aside from the utilitarian and hedonic values, hospitality and tourism consumption have been engrained with profound socio-cultural implications congenial to the collective identities, recollection and contemplation of a civilized society, with the Covid-19 era and the foreseeable future expected to be no exception.

The results of this study can serve as reference regarding better planning and development of the staycation product as effective responses against the grave repercussions of the Covid-19 pandemic by hotel and hospitality practitioners and destination marketers and managers at large. In particular, the pandemic has inadvertently availed the opportunity for the destinationalization of the hotel and hospitality sector, with rich implications for industrial consolidations and coordination with destination authorities.

The holistic structural research model derived and empirically examined entails major antecedents and consequences of the experience quality of staycation guests in locked-down Hong Kong, with the incorporation of the variables of place attachment and extended conceptualization of sense of presence accounting for the efficacy factors of the staycation takers in terms of locality and recollection appraisals, respectively. This study enriches theoretical articulations on staycation as the new normal of hospitality consumption in the lingering pandemic era.

This paper seeks to explore the concept of dance as a metaphor for relating to the challenges of management and human relations within the organisational space. It asks in what way can the art‐related concept of dance be applied to the benefit of a dominant science‐led management learning and practice.

The paper explores its topic through counter‐factual argument, drawing on a recently published theory of art‐related management practice. It invokes dance as an application of the theory to further explore that theory's relevance to management and organisational thinking.

The concept of an organisational dance is explored by considering the notions of presence and rhythm. A definition for social presence is derived in order to present an ability of the individual to perceive a socially constructed reality, against which collective movement – aligned within a concept of organisational rhythm – permits a form of dance to emerge. The organisational dance sets up a form of social constructionism in which new forms of knowledge might arise through creative play.

The paper argues that the metaphor of dance can usefully provide new insight into thinking about management, by providing an intellectual basis for writing about organisational dance. The paper concludes that the research question is not (empirically) “what dances are being practiced” but, in order to better support managers in practice, “how do we make the organisation dance?”

This study aims to examine the underlying emotional process that explains how context-specific stimuli involved in virtual reality (VR) destinations translate into presence perceptions and behavioral intentions.

In total, 403 potential tourists participated in a self-administered online survey after they watched a randomly assigned VR tour. The Lavaan package in R software was used to conduct structural equation analysis and examine the proposed theoretical framework.

The results reveal that media content consisting of informativeness, aesthetics and novelty was positively related to users’ sense of presence in a VR tour. The effect of media content on presence was partially mediated by emotional arousal.

Managers and VR designers can create an emotive virtual tour that contributes to the user’s sense of presence to promote attraction to the target destination. The VR content needs to be informative, aesthetic and novel, which can excite users during the VR tour, portray virtual destinations clearly and eventually influence potential tourists’ visit intentions.

Research on the emotional mechanism to generate presence is still in its infancy. This study integrates presence theory into a conceptual framework to explore how media content influences presence and decision-making through the emotional mechanism.

This paper examines the three-dimensional (3D)virtual world users’ perceptions of authenticity and trustworthiness in the virtual prototypes and users’ potential purchase behavior in the real-world settings. The 3D virtual worlds provide a new platform that exhibits virtual prototypes as a promotion channel for new products of real-world and online service, where users can communicate “face to face” via their representative avatars.

The authors conducted an experiment in Second Life and collected data in a post-study questionnaire to test our proposed conceptual model. Structural equation modeling was the main methodology.

The research results showed that 3D virtual world users obtained a high sense of telepresence and social presence. The sense of telepresence positively leads to users’ perceptions of online trust in the virtual prototypes and thus increases their intention to purchase real-world objects; the users’ sense of social presence positively associates to their perceptions of authenticity and online trust and, therefore, their purchase intention.

In survey research, the common method variance is a problem. A more robust way is to use objective measures.

A new channel was proposed for businesses to enhance their online strategies that will increase their business value.

3D virtual world is also a cutting-edge platform for remote education, public information service, etc.

This paper initially contributes to the literature that interprets underlying factors in 3D virtual worlds associated to purchase intention in real-world objects. We demonstrated the advantages, i.e. the communication efficacy and vivid virtual design in the 3D user-generated environment.

Virtual reality (VR), as a new type of media technology, significantly improves the audience experience with product presentation in the marketing communication field. The apartment rental market, particularly in China, has no exception in adopting VR technology in its communication strategy. VR usage has been boosted since the outbreak of COVID-19 and has become a widespread application in the global apartment rental market. Although extant studies have analyzed how real estate companies use VR technology to enhance customer experience, few studies have been made to explore the power of VR in apartment rental advertising, particularly in targeting the youth in China market. To fill this research gap, this study aims to figure out how young consumers perceive VR advertising and characteristics of VR used in apartment rental advertisements, and how VR advertising affects young consumers’ intentions to rent an apartment.

A cross-sectional survey was conducted in 2021 with 301 Chinese university students aged 18 to 23. All respondents were invited offline and guided to watch one selected rental advertisement with VR technology featuring an apartment of about 50 square meters and then complete a questionnaire.

VR’s media richness in the apartment rental advertising increases its sense of presence perceived by the survey respondents. Both VR’s media richness and sense of presence positively influence respondents’ attitudes toward the advertised apartment. If respondents evaluate the advertised apartment positively, they are more willing to rent the advertised apartment.

The sample size is not large enough to represent all Generation Z consumers in China. The use of the nonprobability sampling method also limits the generalizability of the study results.

To counter the challenges created by COVID-19, apartment rental service providers and apartment owners/landlords are suggested to enhance the application of VR technology to the apartment rental advertisements to grow young consumers’ interest in the advertised apartments and even their renting intention.

To the best of the authors’ knowledge, this is the first quantitative study to assess young consumers’ responses to VR apartment rental advertising in China.

Distance learning has proliferated significantly in the last 20 years. This chapter considers some of the issues and implications when teaching and learning moves from an in-person to a distance mode. It begins with a brief history of distance learning, considering both the technologies used and the dominant pedagogical approaches employed. This is followed by a survey of the impact of Michael Moore's theory of transactional distance, which considered the consequences of separating the learner from peers and instructor. Contemporary work on Moore's contribution includes transaction and participation, activity theory, and transactional presence. A second major aspect of distance learning has been the attempt to introduce social presence into learning environments. The history of social presence is explored, as are its levels and consequences for the learner. Contemporary aspects of social presence reviewed include communities of inquiry. While Web 2.0 has spectacularly resulted in connectivity, it remains unclear as to whether this automatically resulted in more strongly connected learners. Connectivist approaches are considered and distinctions made between technological connectivity and pedagogical engagement. It is argued that the full and exciting potential of Web 2.0 in distance learning requires a commitment to the distanced learner, balancing learner autonomy and teacher presence, promoting meaningful social engagement, and meeting the specific needs of the distance learner.