Abstract
ABSTRACT This study empirically examines the complex dynamics between social media entities, brands, and users, advancing user engagement and emotional attachment. It introduces a novel affordance perspective to dissect the symbiotic relationships that shape marketing and communication management. Analysing data from 424 U.S. social media users, this research explores the interplay between platform-user and brand-user affordances and their impact on reflective engagement and emotional attachment in digital environments. Findings affirm a substantial impact of affordances on emotional attachment to platforms, while also redefining the role of social influence, which contrasts with its conventional moderating role in user engagement literature. By moving beyond a functionalist affordance view to a relational one, this paper brings to the fore the triad of platform-user, brand-user, and user-reflection affordances, providing strategic insights for marketers and setting the stage for future research on user interaction dynamics.
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