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

Authors: Muhammad Waqas; Zalfa Laili Hamzah; Noor Akma Mohd Salleh

Addresses: Department of Marketing, Graduate School of Business, Faculty of Business and Accountancy, University of Malaya, Kuala Lumpur, Malaysia ' Department of Marketing, Graduate School of Business, Faculty of Business and Accountancy, University of Malaya, Kuala Lumpur, Malaysia ' Department of Operation and Management Information System, Graduate School of Business, Faculty of Business and Accountancy, University of Malaya, Kuala Lumpur, Malaysia

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.

Keywords: customer experience; social media; branded content; consumer culture theory; CCT; self-identity; social bonding; utilitarian; aesthetic; humour; awe-inspiring.

DOI: 10.1504/IJIMA.2020.107661

International Journal of Internet Marketing and Advertising, 2020 Vol.14 No.2, pp.184 - 213

Received: 07 Aug 2019
Accepted: 06 Nov 2019
Published online: 04 Jun 2020 *

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