Why is Facebook so successful? Psychophysiological measures describe a core flow state while using Facebook

Area of Science:

• Psychophysiology
• Human-Computer Interaction
• Social Media Studies

Background:

• Social networking sites (SNSs) are increasingly popular for social engagement.
• The positive user experience is hypothesized to drive SNS adoption, but underlying mechanisms are understudied.
• Focus on the affective experience and psychophysiological responses elicited by SNS use.

Purpose of the Study:

• To investigate whether SNS use, specifically Facebook, elicits a distinct psychophysiological pattern.
• To identify the affective state associated with SNS engagement.

Main Methods:

• Recorded psychophysiological signals (skin conductance, blood volume pulse, EEG, EMG, respiration, pupil dilation) in 30 healthy subjects.
• Exposed subjects to three conditions: natural panoramas (relaxation), personal Facebook account, and a Stroop/mathematical task (stress).
• Analyzed somatic activity and pupil dilation data.

Main Results:

• Facebook use produced significantly different psychophysiological and pupil dilation patterns compared to stress and relaxation conditions.
• Biological signals indicated that Facebook use induces a state of high positive valence and high arousal.
• This state is identified as the 'Core Flow State'.

Conclusions:

• SNSs like Facebook evoke a unique psychophysiological state characterized by positive affect and high arousal.
• This positive affective experience likely contributes to the widespread success and adoption of social networking sites.
• Findings support the link between specific affective states and the popularity of SNSs.