Assessing flow experience in social networking site based brand communities

Tutkimustuotos: Lehtiartikkeli

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@article{b9cef394c2e8493cb472d85b66f27870,
title = "Assessing flow experience in social networking site based brand communities",
abstract = "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.",
keywords = "Brand community, Continued use, Facebook fan pages, Flow experience, Measuring, Social networking",
author = "Puneet Kaur and Amandeep Dhir and Risto Rajala",
year = "2016",
month = "11",
day = "1",
doi = "10.1016/j.chb.2016.06.045",
language = "English",
volume = "64",
pages = "217--225",
journal = "Computers in Human Behavior",
issn = "0747-5632",

}

RIS - Lataa

TY - JOUR

T1 - Assessing flow experience in social networking site based brand communities

AU - Kaur, Puneet

AU - Dhir, Amandeep

AU - Rajala, Risto

PY - 2016/11/1

Y1 - 2016/11/1

N2 - 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.

AB - 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.

KW - Brand community

KW - Continued use

KW - Facebook fan pages

KW - Flow experience

KW - Measuring

KW - Social networking

UR - http://www.scopus.com/inward/record.url?scp=84977272525&partnerID=8YFLogxK

U2 - 10.1016/j.chb.2016.06.045

DO - 10.1016/j.chb.2016.06.045

M3 - Article

VL - 64

SP - 217

EP - 225

JO - Computers in Human Behavior

JF - Computers in Human Behavior

SN - 0747-5632

ER -

ID: 6614243