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Drawing on the social presence theory, this study aims to explore how supplier–customer social media interactions influence supplier observers’ trust in the customers and what mechanisms contribute to variation in trust experience.

A total of 36 semi-structured interviews were conducted with Chinese suppliers using WeChat for business-to-business interactions. Data were analyzed in three steps: open coding, axial coding and selective coding.

Findings reveal that varied trust is based not only on the categories of social presence of interaction – whether social presence is embedded in informative interactions – but also on the perceived selectivity in social presence. Observer suppliers who experience selectivity during social and affective interactions create a perception of hidden information and an unhealthy relationship atmosphere, and report a sense of emotional vulnerability, thus eroding cognitive and affective trust.

The findings contribute new understandings to social presence theory by exploring the social presence of interactions in a supplier–supplier–customer triad and offer valuable insights into business-to-business social media literature by adopting a suppliers’ viewpoint to unpack the mechanisms of how social presence of interaction positively and negatively influences suppliers’ trust and behavioral responses.

This study explores the mediating role of marketing management in the relationship between online presence and product innovation among Small and Medium Enterprises (SMEs).

The sample comprises 205 Costa Rican SMEs collected by the Global Competitiveness Project during the first half of 2019. The data were analyzed using a two-stage modeling strategy for ordinary regression models to analyze mediation effects.

Marketing management as a strategic resource or capability accounts for the relationship between online presence and product innovation performance in SMEs, meaning that online presence resources require complementary organizational capabilities in marketing management to enhance product innovation.

This study, grounded in the resource-based view theory, contributes to the innovation field by identifying marketing management capabilities as an intermediate strategic interaction between online presence and product innovation performance in SMEs. Thus, managers should recognize the advantages of integrating marketing management principles and tactics into online presence tools to realize the value of their products by tailoring them to their client’s needs.

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 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.

The concept of ubiquitous assimilation in e-commerce, denoting the seamless integration of technologies into customer shopping experiences, has played a pivotal role in aiding e-satisfaction and, consequently, fostering patronage intention. Among these, text-based chatbots are significant innovations. In light of this, the paper aims to develop a conceptual framework and comprehend the patronage behaviour of artificial intelligence-enabled chatbot users by using chatbot usability cues and to determine whether the social presence and flow theories impact e-satisfaction, which leads to users’ patronage intention. The current research provides insights into online travel agencies (OTAs), a crucial segment within the travel and tourism sector. Given the significance of building a loyal clientele and cultivating patronage in this industry, these insights are of paramount importance for achieving sustained profitability and growth.

The research framework primarily focused on the factors that precede e-satisfaction and patronage intention among chatbot users, which include social presence, flow, perceived anthropomorphism and need for human interaction. The researchers collected the data by surveying 397 OTA chatbot users by using an online questionnaire. The data of this cross-sectional study were analysed using covariance-based structural equation modelling.

Findings reveal that e-satisfaction is positively linked with patronage intention and the variables of social presence and flow impact e-satisfaction along with chatbot usability cues. There were direct and indirect relations between chatbot usability and e-satisfaction. Moreover, the personal attributes, “need for human interaction” and, “perceived anthropomorphism” were found to moderate relations between chatbot usability cues, social presence and flow.

The impact of chatbot’s usability cues/attributes on e-satisfaction, along with perceived attributes – social presence and flow in the realm of OTAs contributes to the human–chatbot interaction literature. Moreover, the interacting effects of perceived anthropomorphism and the need for human interaction are unique in the current contextual relations.

Many organisations, including the Royal College of Obstetricians and Gynaecologists, have recommended increasing the number of hours of consultant obstetric presence in UK National Health Service maternity units to improve patient care. St Mary’s Hospital, Manchester implemented 24-7 consultant presence in September 2014. The paper aims to discuss these issues.

To assess the impact of 24-7 consultant presence upon women and babies, a retrospective review of all serious clinical intrapartum incidents occurring between September 2011 and September 2017 was carried out by two independent reviewers; disagreements in classification were reviewed by a senior Obstetrician. The impact of consultant presence was classified in a structure agreed a priori.

A total of 72 incidents were reviewed. Consultants were directly involved in the care of 75.6 per cent of cases before 24-7 consultant presence compared to 96.8 per cent afterwards. Negative impact due to a lack of consultant presence fell from 22 per cent of the incidents before 24-7 consultant presence to 9.7 per cent after implementation. In contrast, positive impact of consultant presence increased from 14.6 to 32.3 per cent following the introduction of 24-7 consultant presence.

Introduction of 24-7 consultant presence reduced the negative impact caused by a lack of, or delay in, consultant presence as identified by serious untoward incident (SUI) reviews. Consultant presence was more likely to have a positive influence on care delivery.

This is the first assessment of the impact of 24-7 consultant presence on the SUIs in obstetrics.

Recent research on immersive experiences in online environments for higher education has attributed a fundamental role to two distinct yet connected psychological phenomena: the feelings of being virtually present in the education environment, often simply called presence, and peak episodes of flow. The authors conceptually delimitate these two psychological facets of e-learners’ experiences and examine their interplay. The authors show how flow episodes are elicited by students’ sense of control over the online education environment, their attention being focussed on the learning tasks, and their feelings of being physically placed in the online education setting. Also, the interactivity created by the online education environment evokes an e-learner’s imagery, which in turn triggers presence feelings and episodes of flow. The authors further show that, although presence and flow are triggered by some common antecedents, they differ in the object of the individual’s immersion, and that presence feelings facilitate flow. Moreover, the authors provide practical recommendations for higher education institutions, policy makers and the academic and information and communication technology community involved in e-learning, to make sure e-learner experiences reach their fullest potential.

Connectedness is essential for student success in online learning. By projecting themselves as real people through video, instructors support connectedness. In this chapter, researchers apply the theory of social presence (Garrison, Anderson, & Archer, 2000) to case studies from two public higher education institutions: a four-year university and a large research university. Analysis identifies video as a humanizing element of online courses. Findings suggest video could be used in a variety of ways (e.g., video lectures, synchronous office hours, weekly overview videos), and no single use of video was perceived to be more or less effective in developing social presence and humanizing the learning experience. However, participants especially perceived connectedness when video was used in a variety of ways. Students from the second case study validated a perception of connectedness to the instructor that faculty in our first case study hoped to achieve. However, one instructor’s perception of disconnect illustrates that video is just one of several pedagogical practices necessary to create a satisfying learning experience for both students and instructors. While video is not the only way to establish social presence, findings suggest video is an effective practice toward creating a humanized and connected online learning community.

Consumers are increasingly present in multiple spaces. For instance, many people choose to browse their smartphones for product reviews, while shopping at the traditional brick-and-mortar store. How is their presence affected in such scenarios? Can they be fully present in the store? How is their overall consumption experience impacted? This chapter addresses such questions and explores the nature and role of presence, which is defined as the “feeling of ‘being there’ in the present, the here and now of the physical or a virtual world” (Waterworth & Waterworth, 2006, p. 82).

Drawing on findings from different literatures (e.g., marketing, communications), a conceptual approach is used to identify the underlying components of presence and to explore how this construct relates to customer experience.

Preliminary assertions suggest that presence has a spatial structure. It is concerned with two distinctions. First, presence may vary depending on the level of physicality or virtuality. Second, presence may change based on whether someone is perceiving stimuli in the external environment (what is happening around us in the physical or virtual space) or is lost (i.e., absent) in the internal world of dreams, thoughts, and imaginations.

From a theoretical perspective, this research introduces the presence construct from communications to the marketing literature. Studying consumption experiences through the lens of presence contributes to our understanding of how they are affected by simultaneous activities of customers in physical and virtual spaces.

From a managerial perspective, marketers are encouraged to develop new strategies that account for customers’ presence in various spaces, in order to gain their attention.