Does Social Presence Increase Perceived Competence?

Conversational agents (CA) have drawn increasing interest from HCI research. They have become popular in different aspects of our lives, for example, in the form of chatbots as the primary point of contact when interacting with an insurance company online. Additionally, CA find their way into collaborative settings in education, at work, or financial advisory. Researchers and practitioners are searching for ways to enhance the customer's experience in service encounters by deploying CA. Since competence is an important treat of a financial advisor, they only accept CA in their interaction with clients if it does not harm their impression on the client. However, we do not know how the social presence of the CA affects this perceived competence. We explore this by evaluating three prototypes with different social presences. For this, we conducted a video-based online survey. In contrast to prior studies focusing on single human-computer interaction, our study explores CA in a dyadic setting of two humans and one CA. First, our results support the Computers-Are-Social-Actors paradigm as the CA with a strong social presence was perceived as more competent than the other two designs. Second, our data show a positive correlation between CA's and advisor's competence. This implies a positive impact of the CA on the service encounter as the CA and advisor can be seen as a competent team.

Social Media Marketing, Quality Signaling, and the Goldilocks Principle

Embraced by a rapidly increasing number of companies, social media marketing has become an integral part of companies' business strategies. However, not all the firms plan on a big spend on social media marketing. Our stylized model investigates the strategic effects of social media marketing spending (SMM spending) with the presence of exogenous quality revelation through sources over which firms have no direct control. Unlike traditional advertising, social media marketing has two roles: awareness enhancement and information revelation. Consumers are heterogeneous in their awareness of the product (e.g., whether they know the existence of the product). Our results suggest that the high-quality firm gets enough quality transparency from background user-generated discussions, and the cost of maintaining a social presence outweighs the benefits. The low-quality firm avoids social media marketing because quality transparency is broadly detrimental, whereas the mid-tier firm is “just right” to benefit from social media discussions they encourage. Our model provides a first step toward framing social media marketing spending as a strategic investment. We recognize that social media marketing, although capable of increasing consumer awareness and improving the realized perceptions of a firm's true quality, also has strategic signaling effects.

Interpersonal Affective Touch in a Virtual World: Feeling the Social Presence of Others to Overcome Loneliness

Humans are by nature social beings tuned to communicate and interact from the very beginning of their lives. The sense of touch represents the most direct and intimate channel of communication and a powerful means of connection between the self and the others. In our digital age, the development and diffusion of internet-based technologies and virtual environments offer new opportunities of communication overcoming physical distance. It however, happens that social interactions are often mediated, and the tactile aspects of communication are overlooked, thus diminishing the feeling of social presence, which may contribute to an increased sense of social disconnection and loneliness. The current manuscript aims to review the extant literature about the socio-affective dimension of touch and current advancements in interactive virtual environments in order to provide a new perspective on multisensory virtual communication. Specifically, we suggest that interpersonal affective touch might critically impact virtual social exchanges, promoting a sense of co-presence and social connection between individuals, possibly overcoming feelings of sensory loneliness. This topic of investigation will be of crucial relevance from a theoretical perspective aiming to understand how we integrate multisensory signals in processing and making sense of interpersonal exchanges, this is important in both typical and atypical populations. Moreover, it will pave the way to promising applications by exploring the possibility to use technical innovations to communicate more interactively in the case of people who suffer from social isolation and disconnection from others.

Influence of psychological safety and social presence on knowledge sharing behavior in higher education online learning environment

Purpose The absence of physical interactions in online learning environment brings psychological influences on learning participants in interacting and sharing knowledge with others, such as ignorance of other member’s presence and insecurity to share something in online environment. The purpose of this research was to examine the knowledge sharing behavior (KSB) by online learning community members in terms of their psychological safety (PS) and social presence (SP) perceptions. In addition, this research also identified the influence of PS to promote SP and the mediation impact of SP in the relationships between PS and KSB. Design/methodology/approach The data were gathered through self-administered questionnaire distributed to 133 online class members at a university in Indonesia where online learning has created a new learning experience. To represent key behavioral attributes, 12 items were used to represent PS, SP and KSB. The relationships among the variables were analyzed using the structural equation modelling method. Findings The result showed that PS positively influenced SP and KSB. SP also brought a positive impact on promoting KSB and fully mediated the relationship between PS and KSB. Research limitations/implications The result may not have fully captured the reflection of the influencing factors of KSB, as this research focused only on two psychological factors, namely, PS and SP. The research may be further enriched by including additional factors and expanding the data collection to include more online learning institutions. Practical implications The results implied the importance of PS and SP perception to promoting KSB in online learning environments. The results highlighted an important message to universities and schools to be more concerned on students’ feeling safe personally and students’ awareness of others’ presence to maximize knowledge sharing activities in online class environment. Originality/value This paper revealed the importance of PS and SP to promote KSB in the higher education online learning community. To the best of the researchers’ knowledge, this is the first study to link PS and SP to KSB and identify the importance of the mediation effect of SP on the relationship between PS and KSB specifically in higher education online learning environment.

Theoretical and Practical Guidance for Incorporating Auditor-Client Communication in Experimental Research

In this paper, we provide theoretical and practical guidance on experimental design choices when incorporating auditor-client communication in audit research. We structure our discussion around Social Presence Theory, noting how elements of social presence impact theoretical predictions and the related experimental design. We then compare non-interactive, highly-controlled paper/computer-based studies with studies that involve automated interaction, interaction with an actor, or interaction between participants. We provide a discussion of best practices and pitfalls related to these different experimental design choices, including theoretical and logistical considerations, as well as recent innovations in this area. While our methodological discussion is nested in auditor-client communication research, these methods and logistical considerations are applicable to most accounting experiments designed to address research questions steeped in social psychology (i.e., contexts of human interaction).

Investigation of Higher Education Student Perceptions of Social Presence and Motivations in Online Learning Environments

This chapter determines the social presence perceptions and motivation levels of higher education students participating in the online learning environment and reveals the possible causes that affect these variables. According to the findings obtained from the study in which the explanatory design was used among the mixed research methods, it was concluded that the social presence perceptions of the participants were lower compared to their motivation. Besides, it was found out that there is a positive relationship between social presence and motivation variables. According to the qualitative findings, the majority of the participants stated that they were not satisfied with distance education, encountered technical and hardware problems, and the online learning environment was not effective enough in the context of communication and interaction. The research results contribute to the literature in terms of the effectiveness of online learning environments.

Training Bilingual Interpreters in Healthcare Settings

This chapter examines students' perceptions of their online learning experience in a healthcare interpreting course as well as their self-efficacy beliefs. The results suggest that teaching presence is essential in online learning, as students indicated that the feedback provided by the instructor were among the most helpful aspects of the course. Additionally, including activities that required learners to interact and collaborate throughout the semester was an effective way of creating social presence. Students specifically perceived that doing peer-evaluations with a classmate on a weekly basis helped them learn and increased their confidence. Regarding self-efficacy beliefs, by the end of the semester students considered that they can meet the requirements established in the National Standards of Practice for Interpreters in Health Care. Overall, a collaborative online environment was successfully created, and learners had a worthwhile learning experience. This study provides meaningful data that can inform future online teaching practices.