Jengchung Victor Chen
Given the increasingly important role of SNS account in corporate marketing strategy and the growing number of technical features built in SNS platforms, it is worth investigating how these available features facilitate virtual presence and customers’ engagement behaviors. Drawing upon the presence formation framework, this study examines the impact of Instagram features (i.e. call to action, Instagram stories, and geotagging) on generating users’ perception of telepresence, social presence, and flow, which subsequently affect their actual engagement behavior. A field experiment with a 2x2x2 factorial design was conducted. The results indicate that all examined features can effectively evoke telepresence and social presence within a corporate SNS account. In addition, both telepresence and social presence significantly improve perceived flow, ultimately contributing to engagement behavior (i.e. following and sharing). The findings illuminate the role of social media features as crucial antecedents to presence and engagement behavior which provide business owners with interesting insights into how to effectively utilize it to maintain and foster customer relationships.