Assessing flow experience in social networking site based brand communities

Puneet Kaur, Amandeep Dhir*, Risto Rajala

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

38 Citations (Scopus)


The sustenance of the Social Networking Site (SNS)-based brand communities relies on user retention and their active participation. Therefore, understanding the intrinsic aspects of user behavior in such communities is important for devising strategies to ensure user retention and active participation. Especially, information about the elements that induce flow experiences—the intrinsically enjoyable and immersive experiences—of users in SNS has become important for organizations that host online communities. In our empirical study, we chose to focus especially on SNS-based brand communities, as they are increasingly interesting from an organization-community interaction perspective, but they lack the instruments needed for measuring user experience. The present study addresses this gap by developing an instrument aimed at measuring the user's flow experience on SNS-based brand communities. A cross-sectional survey with 577 Facebook brand community users was carried out. The findings show that enjoyment, concentration, and social interaction are the components that constitute a user's flow experience. In addition to providing a valuable tool for business practitioners, the developed instrument offers several theoretical and practical implications for improving user experience of social media.

Original languageEnglish
Pages (from-to)217-225
Number of pages9
JournalComputers in Human Behavior
Publication statusPublished - 1 Nov 2016
MoE publication typeA1 Journal article-refereed


  • Brand community
  • Continued use
  • Facebook fan pages
  • Flow experience
  • Measuring
  • Social networking


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