Using dual-process theory and cues of identifiability to explain supportive exchanges on social question and answer sites

ABSTRACT On social question and answer sites (Q&As), users engage each other in a community built on seeking and providing informational support. On these sites, question askers select and assess advice provided by other users. Using the dual-process theory of supportive communication and advice response theory, we examined how message features and user characteristics influence question askers’ selection and evaluation of the quality of provided answers. Through a content analysis of Yahoo! Answers questions and answers (N = 450), we found that message features signaling social relationships were associated with a question asker’s selection and rating of answers. We discuss theoretical implications of these findings.