Abstract
This study draws on belongingness theory to explore the impact of social presence on addiction to social networking sites (SNSs). A conceptual framework was developed and empirically tested based on data collected from 278 SNS users in China. The results demonstrate that social presence is positively related to sense of belonging and enjoyment. Sense of belonging has a positive effect on enjoyment, including escapism, pleasure and arousal, but has no effect on SNS addiction. Escapism and pleasure can result in SNS addiction, but arousal has no significant influence. Drawing on a new perspective of belongingness theory, this study makes theoretical contributions related to social presence and SNS addiction, and the findings have managerial implications for SNS providers and users.
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