This study explores the role of social presence in online community participation by proposing a multidimensional conceptualization that includes awareness, affective social presence, and cognitive social presence. By integrating motivational theory with social presence theory, the research aims to provide a more comprehensive explanation of what drives participation in online communities. Unlike previous studies that viewed social presence effects as fully mediated by motivation, this research suggests that social presence can directly influence participation, in addition to its motivational effects. The findings from an online survey strongly support the proposed multidimensional approach to social presence and its significance in understanding online community engagement. The study offers both theoretical insights into the dynamics of computer-mediated communication and practical guidance for designing more engaging online communities.
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Ning Shen, Kathy, and Mohamed Khalifa. "Exploring multidimensional conceptualization of social presence in the context of online communities." Intl. Journal of human–computer interaction 24.7 (2008): 722-748.
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