Yes / Although there are several marketing implications that have been considered in the context of social media marketing, less attention has been paid to the influence of antecedents of consumer brand engagement (telepresence, social presence and involvement) and their consequences for non-profit organizations. Thus, the main purpose of current research is to examine the influence of telepresence, social presence and involvement on consumer brand engagement (CBE) (second-order), which in turn affects electronic word of mouth and willingness to donate. To test the proposed model, this paper used social media platforms. We employed a Facebook page that presents non-profit organizations (brands) using a sample of non-students. We found that telepresence, social presence and involvement positively impact CBE, which in turn impacts electronic word of mouth and willingness to donate. The findings of our research demonstrate how CBE is formed in this particular context and what outcomes are to be expected, with important implications for both marketing theory and practice.

Yes / This study tests the effect of personal and online characteristics on consumers' desire for revenge and their online revenge intentions. In light of the interactivity and community of social media platforms, it examines the notion that narcissism and social presence will increase consumers' desire for revenge and their online revenge intentions after a service failure. Based on a sample of 317 Jordanian consumers, the data analysis shows that the model has a very good fit and that narcissism, interactivity, and community significantly influenced consumers’ desire for revenge. Social presence was found to have a moderating influence on the relationship between the desire for revenge and online revenge intentions. Implications for marketing managers are also discussed.

This study examines the theory of social presence and its relevancy to distance learning. Short, William, and Christie (1976) originally designed social presence to evaluate the difference between types of dyads (one-to-one interactions) and the quality of the communication media used for those interactions (Rafaeli, 1988; Rice, 1984; Walther, 1992). However, the theory of social presence was not design to explain mediated communication between multiple individuals. Although studies have investigated the effects of social presence in computer-mediated conferencing, little field research exist on the importance of social presence with multiple individuals communicating together within a Web-based instructional program. Moreover, it is evident from the body of literature that a universal meaning of social presence is lacking. For this reason, social presence in this study referred to the degree to which adult learners perceived that they had established some form of rapport with members of an online community. This includes interactions with other learners and support personnel (i.e., faculty, staff, technical support, graders, etc.). Social presence has emerged as an important social factor in the field of distance learning (Gunawardena & Zittle, 1997; Rourke, Anderson, Garrison, & Archer, 1999). Recent field studies emphasize the importance of examining social and psychological factors that affect student satisfaction, impact learning, and influences the way people communicate in distance learning environments (Blocher, 1997; Gunawardena, 1995, Gunawardena & Zittle, 1997; Hackman, 1990, 1996; Hiltz, 1997; Rourke, 1999; Walther, 1992). Researchers in the fields of education and human interpersonal communication have identified "interactivity" (i.e., interaction), "intimacy," and "immediacy" as attributes that enhance social presence (Christophel, 1990; Gunawardena & Zittle, 1997; McIsaac & Gunawardena, 1996; Mehrabian, 1989; Moore, 1989b; Short et al., 1976). Although social presence has been characterized as an important construct in distance learning (McIsaac & Gunawardena, 1996), little existing field research describes the value adult learners place on it, and whether it affects their satisfaction within a mediated learning environment. This descriptive study examined the adult distance learners' perceived value of social presence (based on interactions, intimacy, and immediacy), in addition to whether it existed within an asynchronous Web-based instructional program. / Ph. D.

Social presence has drawn great attention in the last three decades. A large number of studies attempted to prove that social presence exerted an effect on distance learning through including more interaction. This integrative review provided a comprehensive summary of current studies on social presence, identified problems in measuring social presence, and evaluated the effects of social presence on learning. Data were collected from 189 social presence studies in the area of distance education from 1976 to 2012. Data were analyzed qualitatively followed by a quantitative meta-analysis. This study revealed that social presence was still illusive and difficult to define. Due to its ambiguity, many doubts exist related to the measurement of social presence. The results of this study suggest future researchers should be cautious when advocating the importance of social presence in distance learning. / Ph. D.

This study sought to investigate whether the popularity of Information Communication Technologies (ICTs) would impact the behavioral intention (BI) to use of these technologies to aid in interpersonal task completion. Out of the ICTs available today, the most popular is textmessaging, especially among a sizable percentage of the college population. Approximately 600 students at a small, private junior college in eastern North Carolina were invited to participate in this study with a target of 248 responses needed to comprise an adequate sample. A total of 259 usable surveys (n = 259) were received and analyzed. Qualitative data collection instruments consisted of an openended questionnaire and other openended responses that were solicited throughout the data collection phase. Quantitative data collection instruments consisted of a 22item Likertscale survey and a forcedchoice ordinal scale instrument that measured computer user selfefficacy (CUSE) and experience using technology (EUT). Situated in the context of academic helpseeking (AHS), vignettes were developed, validated and administered to offer AHS scenarios where a problem was presented and the participants were then asked to reveal which type of ICT he or she would utilize to seek academic help (AH) in that particular situation.

A Educação a Distância tem crescido de forma muito expressiva nos últimos anos. Com esse crescimento, a preocupação com a qualidade em cursos ofertados nessa modalidade tem aumentado. Para nortear gestores sobre o que é qualidade nessa modalidade de ensino, referenciais de qualidade foram criados pelo Ministério da Educação, objetivando orientá-los na concepção e na condução dos seus cursos. Um dos fatores abordado nesse referencial de qualidade se trata de que o estudante deve ser o centro do processo educacional, no qual os cursos devem prever vias efetivas de comunicação para que o estudante não se sinta isolado e consequentemente venha a abandoná-lo, diminuindo os índices de retenção dos estudantes e aumentando os índices de evasão. Portanto, o tema presença social, que é a forma com que o estudante se sente pertencente ao seu curso, contribui para o aumento da qualidade do mesmo. Diante disso, foi realizado um levantamento bibliográfico sobre o tema e seus benefícios para essa modalidade de ensino. Também foram apresentadas estratégias que podem ser utilizadas para fomentar a presença social, no que tange o ambiente virtual de aprendizagem quanto aos professores/tutores e estudantes. Porém, para que a presença social seja detectada é necessário que se tenha um instrumento válido e confiável. Diante disso, foram pesquisados instrumentos existentes que pudessem contribuir para atingir o objetivo desta pesquisa. Na pesquisa foi encontrado um instrumento validado num contexto educacional que se mostrou importante para esta pesquisa. Esse instrumento, para ser validado no contexto em que a pesquisa foi realizada, passou por tradução, consulta a especialistas e pré-teste, antes da sua aplicação. Posteriormente, o instrumento foi aplicado para estudantes de um curso de graduação de uma Instituição de Ensino Superior particular e para seus professores/tutores. Para verificar a confiabilidade do construto, foi utilizado o alfa de Cronbach e para a validade do construto foi utilizada a análise fatorial. As análises dos dados mostraram que o instrumento, resultado desta pesquisa, é confiável e válido, podendo contribuir efetivamente para mensurar presença social em cursos de graduação a distância e contribuir com estratégias para melhorar ações nos cursos. / Distance education has increased quite significantly in recent years and this growth has in turn heightened concern about the quality of courses offered in this mode. To guide course managers on what is quality in this type of education, quality guidelines were created by Brazils Ministry of Education in order to guide them in the design and conduction of their courses. One of the factors discussed in this quality referential regards that the student should be the center of the educational process. This means that the courses should provide effective means of communication so that the student does not feel isolated and as a result abandon the course, thereby decreasing students retention rates and increasing dropout rates. Therefore, the theme social presence, which is the way for a student to feel he belongs to his course, contributes to increasing the quality of the course. Therefore, a literature review was conducted on the subject and its benefits to this type of education. Additionally, strategies that can be used to foster social presence were presented both in terms of the virtual learning environment as well as teachers/tutors and students. However, for social presence to be detected it is necessary to have a valid and reliable instrument. Therefore, the existing instruments that could help achieve the goal of this research were investigated and an instrument validated in an educational context was found, which was vital for this research. For this instrument to be validated in the context in which the research was conducted, prior to its application, it was translated and experts were consulted and pre-test were performed. The instrument was then administered to undergraduate students in a private Higher Education Institution as well as to their teachers/tutors. Cronbach\'s alpha was used to verify the construct reliability and the factor analysis was used to verify the construct validity. The data analysis showed that the instrument, the result of this research, is reliable and valid and can effectively contribute to measure social presence in undergraduate distance courses as well as contribute with strategies to improve course activities.

Computer-mediated communication (CMC), such as electronic mail and newsgroups, is quickly becoming a pervasive interpersonal communication means. The general research purpose of the present study is to investigate the communicative strategies individuals use to maintain exclusively Internet-based friendships and the extent to which cultural, relational and channel-related factors may affect the use of these strategies. A total of 136 Chinese Internet users and 134 American Internet users completed an online survey that measured maintenance strategies that they used for sustaining a friendship that they had developed on the Internet, their online friendship relational experience (relational and partner certainty and relational equity), and communication channel-related variables (perceived social presence of the Internet and anticipation of face-to-face interactions in the near future). Participants were also asked to think of an offline “real-life” friendship and to answer questions about relational maintenance strategies used for sustaining this friendship. The results suggested that overall people use more prosocial relational maintenance strategies in their offline friendships than in their online friendship. However, this pattern was moderated by friendship status. The gap of frequencies of relational maintenance strategies in online and offline friendships was particularly large for casual friendships. With regard to antisocial maintenance strategies, participants reported more coercion/criticism in offline friendships but more deception in online friendships. Consistent with the prior findings concerning cultural variations in relational maintenance, the current study found that the American participants more frequently used prosocial maintenance strategies than did the Chinese participants in both online and offline friendships. On the other hand, the Chinese participants were more likely to use all types antisocial maintenance strategies than their American counterparts in both online and offline friendships. The result of the current study confirmed that varied degrees of relational uncertainty and relational equity are associated with the use of relational maintenance strategies. The findings also indicated the impact of communication channel-related factors on online friendship maintenance strategies. In sum, the findings of this cross-cultural study lent credence to the view that meaningful relationships are maintained via CMC. This study has added knowledge about ways this new technology used in sustaining relationships across different national cultures.

As a type of virtual learning community, multi-user virtual environments (MUVEs) are not only sources of entertainment but are also places where learning opportunities and community development can be created and fostered. Some multi-user virtual environments that have emerged have been designed to serve students and teachers in the K-12 sector. Although learning is a goal in these contexts, this study focused on some of the community building and social networking components. The purpose of this study was to examine whether, to what degree and how nine elementary aged students projected themselves socially through this medium. The results could provide insight into the integration of such environments into K-12 educational contexts and could serve as a launching point for further research into the learning and community aspects of MUVEs. A case study approach was used in this research study. The researcher chose a class of nine students who were enrolled in an educational MUVE as part of their regular studies. Although these students completed assignments in the MUVE, only their social interactions were analyzed. The data was collected from student communication logs in the educational MUVE Quest Atlantis and from interviews with participants. Document analysis was used to analyze transcripts of student communications in Quest Atlantis as well as transcripts from text-based interviews. The results obtained demonstrate the types of communication and tool selection patterns of elementary aged students when using text to communicate in a MUVE and provide insight that can be used by teachers to inform the integration of MUVEs in their unique learning contexts. Findings indicated that frequency of communication varied substantially between participants but message content was similar and content volume varied depending on the communication tool. Gender differences were pronounced. Results also revealed that all participants were comfortable and enjoyed their involvement in the MUVE.

As a type of virtual learning community, multi-user virtual environments (MUVEs) are not only sources of entertainment but are also places where learning opportunities and community development can be created and fostered. Some multi-user virtual environments that have emerged have been designed to serve students and teachers in the K-12 sector. Although learning is a goal in these contexts, this study focused on some of the community building and social networking components. The purpose of this study was to examine whether, to what degree and how nine elementary aged students projected themselves socially through this medium. The results could provide insight into the integration of such environments into K-12 educational contexts and could serve as a launching point for further research into the learning and community aspects of MUVEs. A case study approach was used in this research study. The researcher chose a class of nine students who were enrolled in an educational MUVE as part of their regular studies. Although these students completed assignments in the MUVE, only their social interactions were analyzed. The data was collected from student communication logs in the educational MUVE Quest Atlantis and from interviews with participants. Document analysis was used to analyze transcripts of student communications in Quest Atlantis as well as transcripts from text-based interviews. The results obtained demonstrate the types of communication and tool selection patterns of elementary aged students when using text to communicate in a MUVE and provide insight that can be used by teachers to inform the integration of MUVEs in their unique learning contexts. Findings indicated that frequency of communication varied substantially between participants but message content was similar and content volume varied depending on the communication tool. Gender differences were pronounced. Results also revealed that all participants were comfortable and enjoyed their involvement in the MUVE.

Internet enables construction of flexible online learning environments without time and distance barriers. However, learners typically experience isolation and alienation in online learning environments. These negative experiences can be reduced by enhancing perceived social presence of learners. With the development of learning technologies, learners can communicate asynchronously and synchronously with other participants. If social cues could be delivered adequately in online classrooms, it may become a real possibility for learners to experience the benefits that are typically only available in the social environment of a traditional classroom. However, the perceived social presence among learners is not the same for everyone. In order to better facilitate the social presence in an online classroom, this study attempted to build a model for measuring social presence and its relationships with other factors in online learning based on the social cognitive theory. An instrument with sufficient reliability and validity was developed to measure these factors. A formal study was carried out with a paper-based questionnaire for those learners who had previous learning experiences in online learning. A total of 535 valid samples were collected and analyzed from three schools in Taiwan. The method of structural equation modeling was applied to examine the proposed model and test the hypotheses. The results of measurement model testing show that five second-order constructs, user interface, mediated communication, social presence, interaction performance, and learning performance, can be synthesized from eleven first-order constructs. The results of structural model testing show that user interface and mediated communication have significant influences on social presence. User interface also has positive impact on mediated communication. Moreover, this study provided evidence that social presence has significant effects on interaction performance, and then interaction performance has significant effects on learning performance. Finally, the implications of research findings were discussed for further research directions and practical applications.