“What causes a[n online conversation] to be interesting [enough] to prompt a user to participate? We conjecture that people will participate in conversations when (a) they find the conversation theme interesting (what the previous users are talking about) (b) see comments by people that are well known in the community, or people that they know directly comment (these people are interesting to the user) or (c) observe an engaging dialogue between two or more people (an absorbing back and forth between two people). Intuitively, interesting conversations have an engaging theme with interesting people.”
We needed a 10-page article and a study to tell us this? Really?