ABSTRACT
Since blogs, the number of social media platforms through which consumers express, connect, and monetize content multiplied. Furthermore, these platforms are now equipped with a plethora of technical features that expanded their affordances. As platforms incorporated ephemeral, image, video, and streaming-based content, not only have consumers’ expressive and experimental opportunities increased, but the lines between promotional and expressive content (and consumption and production of this content) have also blurred. This chapter focuses on the various affordances provided by content platforms and offers future researchers a theoretical toolkit to study content creation and consumption.
