PACIS 2022 Proceedings

Paper Number

1260

Abstract

Content providers in online communities are becoming more active in responding to viewers’ comments. However, what benefits content providers can gain from their comment response behavior remains unclear. Based on the norm of reciprocity and the construct of social presence, this research aims to examine whether responding to viewers’ comments can enhance viewers’ intention to reciprocate towards content providers. We plan to adopt a mixed-method research design that requires both observational data collected from a Chinese online video community and experimental data gathered from a randomized experiment.

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