Imagine, feel “there”, and flow! Immersive experiences on m-Facebook, and their affective and behavioural effects

Abstract

Purpose Mobile Facebook (m-Facebook) creates many business opportunities for brands and firms while increasingly drawing interest in scientific literature. However, research is scarce on the immersive experiences prompted by m-Facebook, and how these experiences facilitate users’ engagement, their positive attitude towards Facebook and their continued use of it. The paper aims to discuss these issues. Design/methodology/approach This paper theoretically and empirically analyses m-Facebook users’ immersive experiences, along with their affective and behavioural effects. Findings The results reveal the important role of imagery, presence and flow in the context of m-Facebook; the interplay between these three immersive phenomena; and the influence the user’s optimum stimulation level has on them. Originality/value The investigation offers a foundation for understanding users’ immersive experiences on m-Facebook, and informs practitioners who aim to enhance users’ engagement with, attitude towards, and continued use of m-Facebook content.