Location and Modality Effects in Online Dating: Rich Modality Profile and Location-Based Information Cues Increase Social Presence, While Moderating the Impact of Uncertainty Reduction Strategy

PurposeThis paper analyses the interrelationships between emotions, the cognitive information cues of online reviews and intention to follow the advice obtained from digital platforms, paying special attention to the moderating effect of the sequencing of review valence.Design/methodology/approachThe data were collected from 830 Spanish Tripadvisor users. In a two-step approach, a measurement model was estimated and a structural model analysed to test the proposed hypotheses. SmartPLS 3.0 software was used. The moderating effect of sequencing of reviews is tested.FindingsThe data analysis showed a bias effect of review sequence on the impact of online information cues and emotions on intention to follow advice obtained from Tripadvisor. When the online reviews of a restaurant begin with positive commentaries, their perceived persuasiveness is a stronger driver of the pleasure and arousal elicited by online reviews than when they begin with negative reviews. On the other hand, the perceived helpfulness of online reviews only triggers arousal when the user reads negative, followed by positive, comments. The impact of pleasure on intention to follow the advice provided in an online travel community is higher with positive-negative than with negative-positive sequences.Originality/valueWhile researchers have demonstrated the benefits of customer reviews on company sales, a largely uninvestigated issue is the interplay between emotions and cognitive information cues in the processing of online reviews. This is one of the first studies to examine the moderating effect of conflicting reviews on the impact of emotions and cognitive information cues on consumer intention to follow the advice obtained from digital services.

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

International Journal of Advertising ◽

10.1080/02650487.2021.1886477 ◽

2021 ◽

pp. 1-21

Author(s):

Hyosun Kim

Keyword(s):

Social Presence ◽

Parasocial Interactions ◽

The Impact

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

Education and Information Technologies ◽

10.1007/s10639-021-10670-5 ◽

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.

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

Information Technology and People ◽

10.1108/itp-01-2021-0008 ◽

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.

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

Social Behavior and Personality An International Journal ◽

10.2224/sbp.7491 ◽

2018 ◽

Vol 46 (7) ◽

pp. 1215-1232 ◽

Cited By ~ 2

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.

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Applying uncertainty reduction strategy for improving performance of questionnaire technique of solving cold user problem

Bayero Journal of Pure and Applied Sciences ◽

10.4314/bajopas.v13i2.6 ◽

2021 ◽

Vol 13 (2) ◽

pp. 47-53

Author(s):

M. Abubakar ◽

K. Umar

Keyword(s):

Collaborative Filtering ◽

Recommendation System ◽

Research Work ◽

Recommendation Systems ◽

Cold Start ◽

New Product ◽

Uncertainty Reduction ◽

Experimental Result ◽

Reduction Strategy ◽

Product Recommendation

Product recommendation systems are information filtering systems that uses ratings and predictions to make new product suggestions. There are many product recommendation system techniques in existence, these include collaborative filtering, content based filtering, knowledge based filtering, utility based filtering and demographic based filtering. Collaborative filtering techniques is known to be the most popular product recommendation system technique. It utilizes user’s previous product ratings to make new product suggestions. However collaborative filtering have some weaknesses, which include cold start, grey sheep issue, synonyms issue. However the major weakness of collaborative filtering approaches is cold user problem. Cold user problem is the failure of product recommendation systems to make product suggestions for new users. Literature investigation had shown that cold user problem could be effectively addressed using active learning technique of administering personalized questionnaire. Unfortunately, the result of personalized questionnaire technique could contain some user preference uncertainties where the product database is too large (as in Amazon). This research work addresses the weakness of personalized questionnaire technique by applying uncertainty reduction strategy to improve the result obtained from administering personalized questionnaire. In our experimental design we perform four different experiments; Personalized questionnaire approach of solving user based coldstart was implemented using Movielens dataset of 1M size, Personalized questionnaire approach of solving user based cold start was implemented using Movielens dataset of 10M size, Personalized questionnaire with uncertainty reduction was implemented using Movielens dataset of 1M size, and also Personalized questionnaire with uncertainty reduction was implemented using Movielens dataset of 10M size. The experimental result shows RMSE, Precision and Recall improvement of 0.21, 0.17 and 0.18 respectively in 1M dataset and 0.17, 0.14 and 0.20 in 10M dataset respectively over personalized questionnaire.

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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 ◽

10.3390/info12080324 ◽

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.

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