Theses and Dissertations

Date of Award

7-2025

Document Type

Dissertation

Degree Name

Doctor of Philosophy (PhD)

Department

Marketing

First Advisor

Xiaojing Sheng

Second Advisor

Reto Felix

Third Advisor

Peter Magnusson

Abstract

In recent years, one of the most transformative developments has been the progress in digital technology, particularly in artificial intelligence. These advancements have been equipping technological artifacts with increasingly humanlike features. As a result, the concept of social presence has gained significant importance and attracted renewed interest within the scientific community and among practitioners.

This dissertation offers a comprehensive examination of the concept of social presence within the context of consumer interactions with humanlike technologies, including virtual agents, robots, and avatars. Essay 1, begins with reviewing various types of presence, delineating their conceptual distinctions, and clarifying overlapping or conflated terms. The focus then narrows specifically to the concept of social presence, with the aim of explicating its theoretical foundations and proposing an optimal definition and a coherent typological framework.

Essay 2 presents a comprehensive literature review on social presence in the context of embodied humanlike technology. This review systematically identifies the most prevalent definitions and measurement approaches employed to assess social presence within human–technology interaction research. Additionally, by focusing on antecedents, outcomes, moderators, and boundary conditions associated with social presence, Essay 2 provides a holistic view of the topic. This approach deepens the understanding of when it is desirable to enhance the social presence of embodied humanlike technology and how this enhancement can be achieved.

Essay 3 empirically investigates the boundary conditions for the effectiveness of using embodied humanlike technologies in consumer interactions. While prior research often highlights the benefits of technology-induced social presence, the findings of this essay reveal that its effects are context-dependent. Specifically, although social presence typically enhances consumer experience, it may also produce unintended consequences for consumer attitudes and behaviors in certain situations. Drawing on theoretical frameworks such as evaluation apprehension and dehumanization, this essay contributes to understanding of the psychological mechanisms that moderate consumers’ responses to socially present technologies.

Together, these three essays enrich the understanding of social presence and its role in human-technology interactions, providing insights into how it affects consumer perceptions and behaviors. Findings from this dissertation also offer practical guidance for employing humanlike technology effectively, contributing significantly to both academic research and practical applications in marketing and service design.

Comments

Copyright 2025 Yuri Martirosyan. All Rights Reserved.

https://proquest.com/docview/3246975958

Download

Included in

Marketing Commons

Share

COinS