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

被引：12

作者：

Waqas, Muhammad ^{[1
]}

Hamzah, Zalfa Laili ^{[1
]}

Salleh, Noor Akma Mohd ^{[2
]}

机构：

[1] Univ Malaya, Fac Business & Accountancy, Grad Sch Business, Dept Mkt, Kuala Lumpur, Malaysia

[2] Univ Malaya, Fac Business & Accountancy, Grad Sch Business, Dept Operat & Management Informat Syst, Kuala Lumpur, Malaysia

来源：

INTERNATIONAL JOURNAL OF INTERNET MARKETING AND ADVERTISING | 2020年 / 14卷 / 02期

关键词：

customer experience; social media; branded content; consumer culture theory; CCT; self-identity; social bonding; utilitarian; aesthetic; humour; awe-inspiring; CONSUMER CULTURE; FUNDAMENTAL PROPOSITIONS; ENGAGEMENT BEHAVIOR; ONLINE ENGAGEMENT; SELF-IDENTITY; NETWORK SITES; FACEBOOK; CONSUMPTION; HUMOR; AWE;

D O I：

10.1504/IJIMA.2020.107661

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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.

引用

页码：184 / 213

页数：30

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