Affordances advancing user-created communication (UCC) in service: interactivity, visibility and anonymity

Purpose Digital platform users not only consume but also produce communication related to their experiences. Although service research has explored users' motivations communicate and focused on outcomes such as electronic word-of-mouth (eWOM), it remains largely unexplored how iteratively interact with artifacts potentially create value for themselves, other providers. The purpose of this paper is, thus, introduce communicative affordances a framework advance user-created (UCC) in service. Design/methodology/approach Drawing from the literature communication, interactive marketing, an affordance perspective UCC is introduced. Findings Three context are presented – interactivity, visibility anonymity opportunities challenges providers associated these discussed and, finally, affordance-specific questions general recommendations future offered. Research limitations/implications By conceptualizing perspective, moves beyond traditional sender–receiver emphasizes practice. Practical implications Instead focusing separately specific technologies or user behaviors, recommended that managers adopt holistic goals motivations, use experiences design. Originality/value augmenting, dialogical process concerning users’ experiences, by introducing service, in-depth understanding diverse ever-evolving landscape