Building relationships within corporate SNS accounts through social presence formation
作者：
Highlights：
• We provide a deeper understanding of how corporate SNS accounts can effectively engage SNS users by focusing on social presence.Through an experiment with 809 Twitter users, we find the antecedents of social presence formation in the form and content characteristics of SNS.The findings suggest that social presence is formed through machine interactivity, person interactivity, and self-disclosure.The findings also suggest that social presence contributes to SNS users⿿ engagement by increasing the usefulness of information and their trust.
摘要
We provide a deeper understanding of how corporate SNS accounts can effectively engage SNS users by focusing on social presence.Through an experiment with 809 Twitter users, we find the antecedents of social presence formation in the form and content characteristics of SNS.The findings suggest that social presence is formed through machine interactivity, person interactivity, and self-disclosure.The findings also suggest that social presence contributes to SNS users⿿ engagement by increasing the usefulness of information and their trust.
论文关键词：Corporate SNS account,Social presence formation,Social presence outcomes,Engaging relationships with corporate SNS
论文评审过程：Received 9 December 2015, Revised 8 June 2016, Accepted 9 June 2016, Available online 23 June 2016, Version of Record 23 June 2016.
论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2016.06.004
