Modeling User Participation in Facebook Live by Applying the Mediating Role of Social Presence

Abstract

The rapid development of mobile Internet technology has brought about the flourishing growth of social media live streaming. This study employs social presence theory as the primary framework to investigate the impact of Facebook Live’s features of sociality, immediacy, and entertainment on users’ sense of presence. These features were then considered within the dimensions of awareness, emotion, and cognition. The influence of social presence on user engagement behaviors was divided into browsing behavior, interactive behavior, and creative behavior. Using snowball sampling, an online survey was administered to Facebook Live users, and 416 valid responses were collected. The research team used software to analyze the data, primarily encompassing descriptive statistics, reliability and validity analyses, structural equation modeling, and mediation effects testing. The research findings are as follows. First, the media characteristics of Facebook Live significantly influence the sense of presence. Specifically, sociality, immediacy, and entertainment on Facebook Live have a notable impact on users’ awareness, emotion, and cognition. Second, different dimensions of social presence have distinct effects on various user engagement behaviors. Notably, the dimensions of awareness, emotion, and cognition of social presence positively affect users’ browsing and interactive behaviors, while emotion influences users’ creative behavior. The third finding was that awareness, emotion, and cognition act as intermediates between Facebook Live’s media characteristics and user engagement behaviors. Implications are discussed.