An integral component of user participation in online communities is giving “likes” to content posted by others. Meanwhile, online users are often allowed to create a virtual identity unrelated to their real-world identity. The objective of this study is to identify the motivations behind users’ giving “likes” when their virtual identity (i.e., username) is hidden or shown. Specifically, we examine the impact of an exogenous policy change in an online community that made usernames publicly visible. Our results show that users “liked” fewer but higher-quality articles after the policy change, consistent with their protective self-presentation motivation. This study emphasizes the significance of virtual identity, arguing that a virtual identity devoid of real-world information should not be equated with anonymity. It also identifies “liking” as a key channel of self-presentation and underscores the importance of protective self-presentation. For platforms, understanding users’ motivations to give “likes” and the effects of virtual identity disclosure can help refine community policies to encourage quality content engagement. For content creators, our findings suggest they can enhance content engagement by aligning their offerings with the self-presentation goals of their audience.

Artificial intelligence (AI) has been increasingly deployed in business operations over the past decade, whereas direct evidence of its effectiveness in uncertain contexts is limited. Our work examines the contribution of AI to corporate resilience under natural disaster shocks, particularly concentrating on AI-using and goods-producing firms. We measure firm AI investment by the cumulative AI-relevant skills extracted from a comprehensive job posting database and firm resilience by the changes in corporate valuation in response to operational shocks. Evidence suggests that AI generates resilience: An average firm that equips 2.4% of total jobs to be AI-related could approximately recover the full damage of disasters reflected in corporate valuation over a short event window. From the product function test, we find that resilience is attributable to the moderating effect of AI on the damaged input responsiveness under the volatile production environment. Our analyses further reveal a pressing phenomenon: Although underperforming firms could benefit more from an additional unit of AI investment, the realized productivity is notably restrained due to a lack of complementary organizational designs. Our findings provide managerial implications regarding the interplay between environmental conditions and firm investments in both AI technology and complementary infrastructures.