Factors influencing Facebook Reel Usage behaviour

Abstract

With the rise of short-form video platforms such as Facebook, the Social Media Usage paradigm has shifted to maximize engagement through short-form, algorithmic-ally driven content. This study explores the motivation for continued use as twofold flow experience and cognitive lock-in—and analyzes them in the context of Facebook short video features. Based on flow theory and status quo bias theory, the study illuminates that by the characteristics of recommended content (self-referencing and serendipity), the flow experience included and that cognitive lock-in growth by network externalities, sunk costs, habitual usage, respectively. Based on 85 analyses, there will be some main structural findings: Flow experience, cognitive lock-in has a positive impact on continued intention. Cognitive biases specifically stemming from the impact of Facebook's network size, its complementary functions, and entrenched habits replicate usage via self-reference and serendipity. This dual-factor model offers valuable insights into how Facebook can enhance user engagement and improve the short video experience, finding a balance between entertainment and responsible usage.