Integrating user experience into the development of company-generated content on social media: the role of affordances[Intégration de l'expérience utilisateur dans l'élaboration des contenus générés par l'entreprise sur les médias sociaux : le rôle des affordances]

The quality of the experience lived by social media users is significantly linked to the content generated by companies. These companies must effectively incorporate user experience into their social media marketing strategies in order to achieve improved performance. A key challenge, therefore, is to understand how companies can foster a positive and well-managed experience to sustain their brand image in highly competitive environments. To address these challenges, this research integrates previous work on social media marketing strategies (Li et al., 2021), customer experience management (Arkadan et al., 2024), and the concept of affordance (Karahanna et al., 2018) to develop a model aimed at better understanding how technological features are considered in managing user experience during the implementation of social media marketing strategies. A qualitative study is designed to test the model in the field. The main expected contributions are highlighted.