Social attraction in video-mediated communication: The role of nonverbal affiliative behavior

The first aim of this study was to analyze video-mediated communication (VMC), in comparison to face-to-face (FTF) communication, and the effect it has on how communicators express nonverbal affiliative behaviors relevant for social attraction. Second, this study aimed to discover whether these nonverbal expressions relate to communicators’ social attraction. An experiment with 93 cross-sex dyads was conducted, with a get-acquainted exercise in a VMC or a FTF condition. Our findings revealed that communicators in VMC smiled more and spoke louder. In addition, VMC interactants displayed less facial touching than FTF interactants. Finally, more gaze aversion and a higher speech rate were found to influence social attraction. These findings have implications for research on cue-rich computer-mediated communication (CMC) and the way in which communicators nonverbally express themselves in comparison to copresent FTF communication. Additionally, this study has implications for social information processing theory which may be extended to include cue-rich forms of CMC.