How TikTok leads users to flow experience: investigating the effects of technology affordances with user experience level and video length as moderators

Zhao, Hongying; Wagner, Christian

doi:10.1108/intr-08-2021-0595

Cited by 51 publications

(16 citation statements)

References 94 publications

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“…As an emerging phenomenon, practitioners and researchers are still unclear about how short-form video platforms engage users (Zhao & Wagner, 2022). Thus, this study further explains platforms with short video features can increase engagement between customers and brands.…”

Section: Discussionmentioning

confidence: 99%

Platform or Content Strategy? Exploring Engagement With Brand Posts on Different Social Media Platforms

Shen

2023

Sage Open

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Promoting engagement with brand posts tends to be important for brands and marketers who aim for success in social media marketing. With the variety of social media available today, it can be difficult for brand and marketing practitioners, especially small brands, to coordinate their efforts across different platforms. This study examines platform and content strategies in terms of engagement with brand posts through data mining and one-way ANOVA. The results suggest that for each brand, engagement with brand posts can be improved by choosing an appropriate platform strategy, instead of using a different content strategy across platforms. These findings contribute to a limited analysis of platform strategies for social media marketing engagement of today’s brands.

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Section: Discussionmentioning

confidence: 99%

Platform or Content Strategy? Exploring Engagement With Brand Posts on Different Social Media Platforms

Shen

2023

Sage Open

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“…In this context, achieving a flow state when using apps depends on these technological attributes. Consequently, this study addresses recent calls in the literature for new research on how technology applications can contribute to users' flow experiences (e.g., Zhao & Wagner, 2022), we hypothesize that:…”

Section: Sustainabilitymentioning

confidence: 92%

Unlocking the flow experience in apps: Fostering long‐term adoption for sustainable healthcare systems

Gómez‐Rico

Vijande

Collado

et al. 2023

Psychology and Marketing

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Mobile health apps are increasingly being recognized as effective tools for improving the efficiency and sustainability of healthcare systems. However, a major challenge faced by the industry is achieving long-term adoption of Apps. This is a critical issue because many apps are abandoned after only a few uses, and low adoption rates limit the potential impact of these apps on healthcare outcomes. In this paper, we examine this issue by integrating the Customer Value Theory and the Person-Artifact-Task model to study how the functional experience of app users, derived from technology features such as perceived ease of use, personalization, and usefulness, enables a state of flow through the users' hedonic and social experiences of recognition and attractiveness. We comprehensively measure the impact of the psychological state of flow in terms of users' cognitive, emotional, and conative responses. Our results indicate that the functional experience of users is central to achieving flow through hedonic and social experiences, while other antecedents of flow, such as health severity and health empowerment, have a lower impact on app use. Developing a positive psychological response towards Apps is also essential to improve users' perception of health improvement, satisfaction, and loyalty. By understanding the factors that contribute to long-term adoption of apps, we can better design and promote these apps to improve healthcare outcomes and promote sustainable healthcare systems.

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“…Researchers agree that flow is something that most individuals will have experienced to some extent, but the concept still encourages debate (Brannon Barhorst et al, 2021, p. 426). In addition, “although there are very rare studies that noted the relationship between technology affordances and flow experience in the IS field, many have neglected how user interest can be maintained” (Zhao & Wagner, 2023, p. 838). Therefore, this research explores the maintenance of user interest throughout the buying process.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Therefore, this research explores the maintenance of user interest throughout the buying process. Tuncer (2021) and Zhao and Wagner (2023) emphasized the significant role of IT and technology affordances in influencing users' flow experiences. They suggested that this understanding could be potentially applied (Tuncer, 2021; Zhao & Wagner, 2023) to enhance the user experience of the scan and go app.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Tuncer (2021) and Zhao and Wagner (2023) emphasized the significant role of IT and technology affordances in influencing users' flow experiences. They suggested that this understanding could be potentially applied (Tuncer, 2021; Zhao & Wagner, 2023) to enhance the user experience of the scan and go app. By considering the affordances flow and the associated enablers and constraints to achieve customers' goals, this research integrates flow theory as a theoretical lens.…”

Section: Literature Reviewmentioning

confidence: 99%

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The conceptualization of enablers and constraints of in‐store buying as part of the affordances flow funnel process through scan and go apps

Naeem,

Ozuem,

Howell

et al. 2024

Psychology and Marketing

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This study explores the affordances of “scan and go” apps and their influence on the flow experience of retail customers to provide a unique insight into user–technology interaction. Through a constructivist ethnographic approach, the research examines how users' socially constructed perceptions and interpretations shape these interactions, and it emphasizes the role of the material and social environment. The research innovatively conceptualizes affordances as a flow process; it introduces an affordances flow funnel that encompasses three distinct stages: perceived affordances, actualized affordances, and affordance dichotomy. By following this process, the study improves understanding of user emotions and behaviors that range from apathy to excitement, from gratification to provocation, and from abandonment to absorption. Findings underline the importance of equipping users with support to navigate technological and environmental constraints, thereby ensuring successful affordance actualization. The research contributes to the literature by revealing a new affordance type, namely affordance dichotomy, and offers valuable insights for marketers and developers to enhance user experiences and absorption behavior. Recognizing its focus on scan and go apps within supermarket contexts, the study invites future research to extend this understanding to different contexts and technologies.

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How TikTok leads users to flow experience: investigating the effects of technology affordances with user experience level and video length as moderators

Cited by 51 publications

References 94 publications

Platform or Content Strategy? Exploring Engagement With Brand Posts on Different Social Media Platforms

Platform or Content Strategy? Exploring Engagement With Brand Posts on Different Social Media Platforms

Unlocking the flow experience in apps: Fostering long‐term adoption for sustainable healthcare systems

The conceptualization of enablers and constraints of in‐store buying as part of the affordances flow funnel process through scan and go apps

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