Search results

This study presents one of the earliest empirical investigations on how brand chatbots' anthropomorphic design and social presence communication strategies may improve consumer evaluation outcomes via the mediators of parasocial interaction and perceived dialogue.

This study employs a 2 (high vs. low social presence communication) by 2 (anthropomorphic vs. non-anthropomorphic bot profile) between-subject experimental design to evaluate how chatbots' high social presence communication and anthropomorphic profile design may enhance perceptions of parasocial interactions and dialogue with the chatbot, which in turn drive user engagement, interaction satisfaction and attitude toward the represented brand.

The influences of chatbots' high social presence communication on consumer engagement outcomes are mediated by perceived parasocial interaction and dialogue. Additionally, chatbots' anthropomorphic profile design can boost the positive effects of social presence communication via the psychological mediators.

This study advances the interactive marketing literature by focusing on an emerging interactive technology, chatbots. Additionally, distinct from prior chatbot studies that focused on the utilitarian use of chatbots for online customer support, this study not only examines which factors of chatbot communication and profile design may drive chatbot effectiveness but also examines the mechanism underlying the messaging and design effects on consumer engagement. The findings highlight the mediating role of interpersonal factors of parasocial interaction and perceived dialogue.

Purpose – We aim to elucidate the influence of leaders' emotion expressions on the social distance between leaders and followers in face-to-face and digital communication.

Design/methodology/approach – Literature review

Findings – Following functional theories on emotions, leaders' expressions of socially engaging emotions (e.g., guilt, happiness, gratitude, and compassion) lower social distance. Leaders' expressions of socially disengaging emotions (e.g., anger, contempt, disgust, and pride) increase social distance. In digital communication, we propose that the effect of socially engaging and disengaging emotions depends on the social presence that is provided by the different digital communication media.

Practical implication – Based on our theoretical model, we derive implications for (1) leaders' use of face-to-face communication, (2) the importance of digital communication with high social presence, (3) leaders' use of digital communication as a tool for emotion regulation, and (4) coping strategies when communicating via digital means with low social presence.

The purpose of this paper is to explore the role of manager responsiveness and social presence in the decision to engage in fraudulent expense reporting. While research has focussed on the direct effect of information technology (IT) on user behaviors, there is a lack of research investigating possible mediating factors of this relationship. As such, the paper examines the impact of affect and its effect on users’ behavior when using ITs.

The authors conduct an experiment to investigate possible behavior differences due to affect formulated in the early phase of pre-travel approval and the use of IT in the expense reporting phase. Consistent with social presence theory, the experiment participants engage in the pre-travel approval and expense reporting phases using either face-to-face communication (high-social presence) or web-based communication (low-social presence). The authors manipulate conditions in which affect is formulated by varying the manager's responses to the pre-travel approval request between positive and negative. All participants in the experiment then file an expense report.

The authors find that negative managerial support for employees’ pre-travel requests and the resulting negative employee affect have a significant impact on expense reporting behavior. Social presence during the pre-travel approval and expense reporting phases itself is not a sufficient factor to explain variations in final expense reporting behavior. However, when considering manager responsiveness, employee affect, and social presence together, the authors find that social presence is not an isolated factor. If an employee forms negative feelings, a low-social presence as observed in web-based communication leads to more undesired expense reporting behavior.

Results of this study contribute both to research and practice. This research is the first to investigate expense reporting fraud in a controlled experiment to isolate possible causes of the behavior using an experiment methodology. In addition, the paper investigates two very important factors identified in the prior literature as critical factors explaining the effect of using ITs on actual behaviors: manager responsiveness and social presence.

As companies seek help from ITs to process and manage expense reports in order to curb ever-rising operating costs, an important but unapparent assumption is consistently overlooked: do people act the same way when facing the less-human IT as when facing a real person? This study contributes to the literature by investigating this issue from two perspectives, the psychological factor due to manager responsiveness and the effect of social presence by using less-human IT to complete the expense report process.

Recent economic situations have put pressure on organizations to cut costs by implementing new technologies to streamline expense reporting processes. At the same time, deterring fraudulent behavior is also a top priority in many organizations. This study provides evidence that psychological factors cannot be overlooked when information systems are used to improve business processes and prevent fraud.

The purpose of this paper is to compare Fortune 200 and top startup chief executive officers’ (CEOs) communication strategies on Twitter and the effectiveness of these strategies in influencing public engagement. Specifically, guided by the dialogic communication theory and social presence theory, this study explored CEOs’ use of dialogic communication, social presence strategies and message tactics. Additionally, public engagement on Twitter measured by total number of likes, retweets and comments was associated with communication strategies utilized by CEOs.

This study employed the quantitative content analysis. A total sample of 720 posts from 36 CEOs were selected and analyzed. Drawing from prior studies, a coding scheme was developed and employed during the coding process. Two authors of this study served as coders and reached satisfactory inter-coder reliability. A series of χ² tests and negative binomial regressions were conducted for data analysis.

Neither Fortune 200 CEOs nor top startup CEOs fully utilized dialogic principles for Twitter communication. Although Fortune CEOs seemed to be experts in strategically tailoring messages and therefore present themselves on Twitter in a friendly manner, startup CEOs demonstrated a higher level of authenticity, animation and informality. Findings are mixed regarding the direction of associations between dialogic principles and public engagement.

This study expands the application of dialogic principles in examining online executive communication and its influence in public engagement on Twitter. This study was among the first that examined executive leadership communication in the context of social media setting. In this sense, the study shifted the internal focus of leadership research to investigating leaders’ interaction with a variety of online publics.

The purpose of this paper is to examine the factors that drive students to use Facebook for educational communication and explore the impact of Facebook use for educational communication on perceived academic achievement.

A survey was conducted through a self-administered questionnaire to collect data from student Facebook users at a large technology and engineering university in Malaysia. Partial least squares path modeling was used to test the hypotheses in the research model.

This empirical study showed that Facebook use in educational communication is determined by subjective norms and purposive value. Facebook use in educational communication positively affected perceived academic achievement.

The findings provide useful insight for higher institutions and educators regarding the potential academic effects of integrating Facebook into higher education learning. Moreover, this study provides insight into the factors that drive Facebook use in educational communication.

Prior studies have largely investigated the determinants and the effects of Facebook use among university students. However, little research has focused on educational communication phenomena. This study investigated determinants and academic achievement effect of Facebook use in educational communication among university students.

The objective of this study was to examine how high-social and low-social virtual live streamers affect consumers' experiential value (utilitarian value and hedonic value) and the mechanism and boundary conditions behind the effect.

The research consisted of four laboratory experiments.

The results showed that socialness has a positive significant effect on experiential value. Social presence mediated the effect of socialness on utilitarian value and hedonic value. In the relationship between socialness and experiential value, the moderating effects of communication style and situation were significant.

This study provides managerial implications for online stores about the use of virtual live streamers.

The finding of this paper extends the literature on virtual humans or avatars, enriches the literature on the characteristics of virtual humans and tests the explanatory power of social response theory.

Looks at new communications technologies, such as videoconferencing systems, which have enabled the creation of “virtual organizations” and “virtual teams”. Investigates the hypotheses that both “social presence” and “media richness” associated with a communication medium used to support geographically‐dispersed software development teams, will have a significant impact on team productivity, perceived interaction quality, and group process satisfaction. Results supported the predicted superiority of the face‐to‐face setting over the videoconferencing setting with regard to team productivity. They also indicated that a communication medium characterized as high in both “media richness” and “social presence” can engender a greater sense of interaction quality. There were no significant differences between the face‐to‐face and videoconferencing settings for group process satisfaction.

This research aims to gain a holistic understanding of how video conferencing (VC) apps' media characteristics influence individuals' perceptions of VC apps and, ultimately, their use and continued use in professional settings.

A conceptual research model is developed by integrating constructs from media synchronicity theory (MST), social presence theory and the unified theory of acceptance and use of technology (UTAUT2) model, as well as ubiquity, technicality and perceived fees. Structural equation modeling (SEM) is used to empirically test the conceptual model using data collected from 252 working professionals from the European Union.

The results reveal that while performance expectancy (PE) and facilitating conditions (FC) are fundamental to VC app use, these factors alone do not explain the use and continuing use of VC apps in the professional context. Media characteristics that include synchronicity, social presence, and ubiquity are equally crucial to professionals using VC apps. It also confirms the moderating effect of convergence on the relationship between synchronicity and PE and the moderating effect of technicality and perceived fees on the relationship between ubiquity and FC.

For researchers, the study offers insights into the extent to which technological and socially derived characteristics of VC apps influence the routine tasks undertaken by professionals in virtual work settings. For practitioners, recommendations pivotal to the use of VC apps are presented to promote higher acceptance and improved well-being of the professional workforce.

The purpose of this study is to examine what individual motives (e.g., self-expression or rewards) and brand communication aspects (such as content) influence consumers' brand engagement behaviors, and how these behaviors are linked to their intentions in favor of a brand.

The authors conducted an online survey with a quota sample of 629 adults in the United States. Participants were recruited through a Qualtrics online panel.

Data indicate that the motivations of entertainment and remuneration are positively associated with consuming and contributing to brand content on social media. In addition, the motive of obtaining information prompts people to consume brand content (e.g., reading a brand's posts or watching videos), while the motivation for self-expression leads to contributing activities (e.g., conversing on a brand's account and uploading videos). After controlling for these motivations, brand communication strategy (such as content and tone) appears to influence consumers' brand-related activities on social media, which subsequently results in consumer intentions in favor of the brand.

Consumer engagement in social media has become the primary focus of corporate communication. This work is one of few studies that have explored how consumer motivation and brand communication come together to generate consumer engagement on social media. The overall findings shed light on how corporate communications can generate consumer engagement on social media and how companies reap benefits from it.

By adopting a social presence theory perspective, this study aims investigate the influence of perceived usefulness of live chat services and of their unique human attributes on customer attitudes, beliefs and behaviours in the context of online travel shopping.

Based on a cross-sectional survey research involving 8 travel provider websites and 631 travel consumers, this work applies structural equation modelling to analyse the data.

The results illustrate that the perceived usefulness from the communication with a human live chat assistant positively influences customer attitudes and trust towards the website as well as increasing purchase intention. The findings further illustrate the role of the human social cues conveyed by live chat facilities, namely, human warmth, human assurance, human attentiveness and human customised content in positively moderating this effect.

The study is limited to specific human attributes. Future research could investigate the role of other human characteristics as well as assess the ability of artificial intelligent powered chatbots in replicating the human elements outlined in this research.

The study provides a unique contribution to the travel literature by offering empirical insights and conceptual clarity into the usefulness of human operated live chat communication on travellers’ attitudes, trust towards the website and purchase intentions.