Keeping up with influencers: exploring the impact of social presence and parasocial interactions on Instagram

2021 ◽  
pp. 1-21
Author(s):  
Hyosun Kim
Keyword(s):  
Social Presence ◽  
Parasocial Interactions ◽  
The Impact

scholarly journals Experiencing the community of inquiry framework using asynchronous online role-playing in computer-aided instruction class

2021 ◽  
Author(s):  
Kasiyah Junus ◽  
Harry Budi Santoso ◽  
Mubarik Ahmad
Keyword(s):  
Undergraduate Students ◽  
Social Presence ◽  
Community Of Inquiry ◽  
Role Playing ◽  
Future Research ◽  
Computer Aided Instruction ◽  
Online Discussion Forum ◽  
Computer Aided ◽  
Community Of Inquiry Framework ◽  
The Impact

AbstractThis current study investigates the use of online role-playing, in an online discussion forum, in learning the community of inquiry framework – an area of learning covered in the Computer-Aided Instruction (CAI) course, an elective course for Computer Science undergraduate students at Universitas Indonesia. The participants were divided into different roles. Each group was triggered to discuss the implementation of online collaborative learning. A mixed-methods approach was utilised to analyse the qualitative and quantitative data. The result of content analysis exhibited students implementing all the components of the CoI framework. Teaching presence was the rarest, as students were focused on delivering their ideas. Social presence appeared in almost all messages since it is the easiest, and students can feel the impact immediately. The discussion moved to the integration phase but did not proceed to resolution. This study suggested some recommendations and future research topics.

The impact of Danmu technological features on consumer loyalty intention toward recommendation vlogs: a perspective from social presence and immersion

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tiantian Yang ◽  
Feng Yang ◽  
Jinqi Men
Keyword(s):  
Social Presence ◽  
Structural Equation ◽  
Product Information ◽  
Marketing Channel ◽  
Equation Modeling ◽  
Consumer Loyalty ◽  
Content Type ◽  
Consumer Experiences ◽  
Loyalty Intentions ◽  
The Impact

PurposeThis study investigates how Danmu (danmaku) technological features (DTFs) of recommendation vlogs (rec-vlogs) impact consumer experiences and decisions.Design/methodology/approachThe authors adopt the partial least squares structural equation modeling (PLS-SEM) technique with a sample of 422 viewers of Danmu-enabled rec-vlogs to examine the proposed model.FindingsThe DTFs positively affect consumer loyalty intentions through the mediation of social presence and immersion. Also, vlogger-product congruency significantly moderates the relationship between social presence and immersion.Originality/valueWith the increasing popularity of vlogs, retailers have adopted the vlog as a new marketing channel to connect with consumers. Although a growing body of studies focuses on this phenomenon, little is known about how DTFs help to increase consumer loyalty toward using rec-vlogs as product information sources. Anchored on the stimulus–organism–response framework, this study investigates how pseudo-synchronicity, Danmu-content congruency and parallelism, three DTFs used in rec-vlogs, impact consumer experiences of social presence and immersion, eventually influence the consumers' loyalty intentions toward rec-vlogs. The authors also examine whether the effect of social presence on immersion is contingent on vlogger-product congruency. These findings have implications for both researchers and practitioners to understand the effect of DTFs in the context of rec-vlogs.

Effect of Marketing Information on Purchase Intention for Proenvironmental Products in China

2018 ◽  
Vol 46 (7) ◽  
pp. 1215-1232 ◽  
Author(s):  
Yang Li
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Social Presence ◽  
Purchase Intention ◽  
Product Information ◽  
Environmental Knowledge ◽  
Intention To Purchase ◽  
Marketing Information ◽  
Corporate Social ◽  
The Impact

The focus in this study is on the effect on Chinese consumers’ intention to purchase proenvironmental products of 3 types of marketing information: environmental knowledge relating to a product, information about corporate social responsibility, and descriptive norms about environmental protection. I also examined the impact of social presence on the consumers’ intention to purchase. I conducted 2 laboratory experiments with 723 participants and findings indicate that each of the 3 kinds of marketing information and social presence had a significantly positive effect on participants’ purchase intention, and the effect of marketing information on corporate social responsibility and environmental knowledge was weakened when consumers made the decision with social presence. The findings expand research on marketing information of proenvironmental products and provide insight into the effect of social presence. Suggestions are made for the government and manufacturing managers that may increase Chinese consumer purchase of proenvironmental products.

scholarly journals An Empirical Study on the Impact of E-Commerce Live Features on Consumers’ Purchase Intention: From the Perspective of Flow Experience and Social Presence

Information ◽  
2021 ◽  
Vol 12 (8) ◽  
pp. 324
Author(s):  
Haijian Wang ◽  
Jianyi Ding ◽  
Umair Akram ◽  
Xialei Yue ◽  
Yitao Chen
Keyword(s):  
Social Presence ◽  
Purchase Intention ◽  
Structural Equation ◽  
Positive Impact ◽  
Focus Of Attention ◽  
Equation Modeling ◽  
Flow Experience ◽  
Live Broadcast ◽  
Modeling Data ◽  
The Impact

The COVID-19 pandemic and the continuous advancement of live e-commerce technology pushed the swift growth of live e-commerce in China. Based on the S–O–R theoretical framework, this study investigates the impact of live broadcast characteristics on consumers’ social presence and flow experience, along with their impact on the consumers’ consumption intention in live e-commerce scenarios through questionnaires. Using structural equation modeling, data processing and involvement were introduced as regulating variables. Host charm, interaction, and trust in the host exerted a significant positive impact on social presence. In addition, host charm and trust in host significantly affected flow experience, and social presence significantly affected flow experience. Both social presence and flow experience significantly affected consumption intention, while involvement affected all paths to some extent. Overall, this study illustrates the significance of host in live e-commerce, and consumers with low involvement should be the focus of attention in live e-commerce.

scholarly journals The impact of social media on business growth and performance in India

2019 ◽  
Vol 9 (4) ◽  
pp. 190-194
Author(s):  
BALUSAMY S ◽  
VENKATASUBRAMANIAM A ◽  
GIRI N
Keyword(s):  
Social Media ◽  
Social Presence ◽  
Business Performance ◽  
Positive Impact ◽  
Positive Influence ◽  
Communication Techniques ◽  
Essential Tool ◽  
And Performance ◽  
Scalable Communication ◽  
The Impact

Until the late 1990’s the only form of media known to businesses were television, newspapers and radio, however in the early 2000s, a revolution in media was witnessed and the world was introduced to Social Media. Social Media is a just like any other Form of media is a tool used for communication but at the larger scale for social interaction using highly accessible and scalable Communication techniques. Social media has a positive impact and a positive influence on the company as well as the customers. Social media is becoming an essential tool for marketers, which is at a very minimum investment. In today’s’ scenario consumers judge a company based on their online presence, hence companies can innovate and simultaneously create a strong social presence by always catering to their customers’ needs and concerns.Internationally, companies have adopted Social Media as an essential tool for their marketing campaign; however the same is not adapted in India to a large extent. What are the benefits of Social media? What are the examples of Social media? This study understands the benefits,impact and importance of Social Media on business performance and growth.

Social Presence and Cultural Identity

2018 ◽  
pp. 136-162 ◽  
Author(s):  
Bethany Simunich ◽  
Amy M. Grincewicz
Keyword(s):  
Instructional Design ◽  
Cultural Identity ◽  
Social Presence ◽  
Culturally Responsive ◽  
Online Courses ◽  
Communication Styles ◽  
Design Strategies ◽  
Online Learners ◽  
Language Context ◽  
The Impact

This chapter explores the impact of cultural identity on social presence in online courses, as well as culturally-responsive instructional design frameworks that work to increase social presence and reduce distance for culturally diverse online learners. Social presence, which is a student's sense of being and belonging in a course, is naturally reduced in the online environment. Cultural differences, such as language, context, communication styles, etc., have been shown to further reduce a student's sense of belonging and increase feelings of isolation. Instructors, as course designers and facilitators, must understand the impact of culture on their students' sense of social presence, and use culturally-responsive instructional design strategies and methods to provide an inclusive, flexible, online learning environment.

The Impact of In-Group Membership on e-Loyalty of Women Online Shoppers

2013 ◽  
Vol 5 (1) ◽  
pp. 17-36 ◽  
Author(s):  
Tonjia S. Coverdale ◽  
Anthony D. Wilbon
Keyword(s):  
Social Identity ◽  
Social Presence ◽  
Online Survey ◽  
Design Research ◽  
Online Shopping ◽  
Website Design ◽  
Online Retail ◽  
Shopping Experience ◽  
Online Shoppers ◽  
The Impact

The objective of this study is to propose and test the Social Identity Approach to Website Design research model, which considers the role of Social Identity in the development of e-Loyalty. Using an online survey instrument comprised of existing Information Systems and Social Identity measures, data were collected from 322 women online shoppers who were members of the salient ingroup. The results of this study indicate that, in women online shoppers, the perception of social presence in an online retail store positively influences their enjoyment of the online shopping experience. The results also suggest that women online shoppers’ enjoyment of an online shopping experience positively influences their intention to revisit the website or recommend the website to other online shoppers, which are e-Loyal behaviors. In addition, this study extends related studies by proposing and testing the psychographic nature of human-computer interaction as a possible catalyst for e-Commerce Success.

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