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A typology of customer experience with social media branded content: a netnographic study

Author

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  • Muhammad Waqas
  • Zalfa Laili Hamzah
  • Noor Akma Mohd Salleh

Abstract

Drawing on consumer culture theory (CCT), this study explores the customer experiences with branded content posted on social media platforms. A netnography of the comments of the members of the Volvo Truck brand community was conducted to grasp the consumer expressions of experiences with the branded content. It was revealed that social media branded content experience typology comprises experiences such as self-identity, social bonding, aesthetic, utilitarian, humour, awe-inspiring, and discerning. The findings contribute to the research on customer experiences in social media and may help in designing the branded content which provides favourable experiences and fosters engagement in social media.

Suggested Citation

  • Muhammad Waqas & Zalfa Laili Hamzah & Noor Akma Mohd Salleh, 2020. "A typology of customer experience with social media branded content: a netnographic study," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 14(2), pages 184-213.
    • Handle: RePEc:ids:ijimad:v:14:y:2020:i:2:p:184-213
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    Cited by:

    1. Waqas, Muhammad & Salleh, Noor Akma Mohd & Hamzah, Zalfa Laili, 2021. "Branded Content Experience in Social Media: Conceptualization, Scale Development, and Validation," Journal of Interactive Marketing, Elsevier, vol. 56(C), pages 106-120.
    2. Muhammad Waqas & Zalfa Laili Hamzah & Noor Akma Mohd Salleh, 2022. "Branded content experience in social media settings: a consumer culture theory perspective," Journal of Brand Management, Palgrave Macmillan, vol. 29(2), pages 225-240, March.

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