Social Presence and User-Generated Content of Social Media in China

As a representative of the flourishing development of the internet, social media is a critical platform for user-generated content (UGC). This study investigated the relationship between social presence and UGC through qualitative and quantitative methods. Social presence and user value were divided into three dimensions to comprehensively analyze how sensory, affective, and cognitive social presence produces emotional, social, and functional user value, thereby driving the formulation of UGC. Empirical research was carried out incorporating the moderating effect of perceived risk.