The purpose of this study is to examine the impact of social media affordances, specifically social engagement and social endorsement, on knowledge contribution in online Q&A communities. Building on self-determination theory, this research seeks to tackle the issue of under-provision of knowledge in these communities.
The study employs a sample collected from a popular social Q&A community in China and uses linear panel data models along with multiple robustness checks to test the research model.
The findings reveal that both social engagement and social endorsement have a positive effect on users' knowledge contribution to the online Q&A community. However, the impact of social engagement is mitigated by social endorsement.
This paper makes a valuable contribution to the field by filling the research gap on the role of social engagement behaviors and their interaction with social endorsement in online Q&A communities. The results provide insights into how social media affordances can be leveraged to enhance knowledge contribution in these communities.
