Enhancing User Experience on Social Media Platforms: A Flow Theory-Based Approach

In recent years, social media platforms, such as Facebook and Twitter have seen rapid growth and are favored by users of all ages. However, in the age of information overload, the quality of interactions on social media platforms varies significantly, leading to negative feelings among users and affecting their overall experience and loyalty. This study takes the Flow theory as its starting point and investigates the needs of social media users at various stages of the flow experience. We propose modifications to the flow theory model with the aim of enhancing user experience and satisfaction. Firstly, based on literature review, we identify micro-level issues of the product, propose hypotheses, and construct validation experiments in the context of social media. The experiment collects Electrodermal Activity (EDA) and heart rate variability (HRV) data of 31 participants using a multi-channel physiological instrument and collects their emotional experience data using the Pleasure-Arousal-Dominance (PAD) scale. Results indicate that a combined textual-graphical interface layout is superior to other layouts in positively inducing flow and emotional experiences. Positive content tonality is more effective at eliciting positive flow and emotional experiences than negative or neutral content. Video presentations have a stronger sense of immersion and emotional expression, making them more conducive to inducing flow experiences and positive emotional feedback. This study, grounded in user psychology, provides a theoretical framework based on flow and emotional experiences for social media product design, quantitatively examining the positive psychological activities of users when using social media.