EconPapers    
Economics at your fingertips  
 

Branded content experience in social media settings: a consumer culture theory perspective

Muhammad Waqas (), Zalfa Laili Hamzah () and Noor Akma Mohd Salleh ()
Additional contact information
Muhammad Waqas: University of Malaya
Zalfa Laili Hamzah: University of Malaya
Noor Akma Mohd Salleh: University of Malaya

Journal of Brand Management, 2022, vol. 29, issue 2, No 6, 225-240

Abstract: Abstract Social media has become a primary medium for brands to engage their customers. Brands are continually looking for ways to provide favourable experiences to engage customers on social media platforms. Despite the prolific research on social media in the marketing context, the consumer experience concept in social media remains underexplored to date. This paper addresses this gap by understanding consumer experience with the social media branded content using theoretical underpinnings of consumer culture theory and presenting a precise conceptualisation of consumer experience with the social media branded content. An accurate understanding of branded content experience will help practitioners enhance consumer engagement with their brands in social media. This study concludes with managerial implications and future research directions related to consumer experience in the social media context.

Keywords: Consumer experience; Social media; Branded content; Consumer culture theory; Consumer engagement (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
http://link.springer.com/10.1057/s41262-021-00268-0 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jobman:v:29:y:2022:i:2:d:10.1057_s41262-021-00268-0

Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41262

DOI: 10.1057/s41262-021-00268-0

Access Statistics for this article

Journal of Brand Management is currently edited by Joachim Kernstock, Shaun M. Powell, Mark Davies and Ur a Golob

More articles in Journal of Brand Management from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().

 
Page updated 2025-03-19
Handle: RePEc:pal:jobman:v:29:y:2022:i:2:d:10.1057_s41262-021-00268-0