Understanding the dynamics of social interaction in SIoT: Human-machine engagement

The Social Internet of Things (SIoT) amalgamates social networks with the Internet of Things (IoT) to enable intelligent devices to form social connections analogous to human networks. This research is grounded in psychological contract theory, which examines the reciprocal mechanisms arising from diverse customer interactions to encourage user engagement and provide recommendations on social media platforms. This study in particular identifies the factors that drive customer engagement on social media. It is unique in its exploration of customer interactions within the framework of psychological contracts across multiple levels of customer engagement (through customer empowerment). The findings reveal that psychological ownership among customers is influenced by empowering interactions on social media, which ultimately drive engagement behaviors.