Purpose

Social media platforms are important channels to create a favourable customer experience. The purpose of this paper is to investigate the types of experiences customers can have with the branded content on social media.

Design/methodology/approach

Data were collected from 20 participants using semi-structured interviews. Thematic analysis was used to analyse the qualitative data.

Findings

The results identify seven types of branded content experience which are evoked when customers interact with branded content on social media. The results also suggest that branded content experience acts as a driver of consumer engagement with branded content which eventually leads to customers' sense of virtual community.

Research limitations/implications

The findings provide theoretical implications for content creators. Further research should aim at comparing the branded content experience on different social media platforms and across different product categories.

Originality/value

This study contributes to customer engagement and experience literature in social media content by enhancing the understanding of branded content experience concept and its conceptual relationship with customer engagement in the social media context.

Peer review

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-10-2019-0333

中文翻译：

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品牌内容的客户体验：社交媒体视角

目的

社交媒体平台是创造良好客户体验的重要渠道。本文的目的是调查客户可以通过社交媒体上的品牌内容获得的体验类型。

设计/方法/方法

使用半结构化访谈从 20 名参与者收集数据。主题分析用于分析定性数据。

发现

结果确定了七种类型的品牌内容体验，当客户在社交媒体上与品牌内容互动时会唤起这些体验。结果还表明，品牌内容体验是消费者参与品牌内容的驱动因素，最终导致客户对虚拟社区的感觉。

研究限制/影响

这些发现为内容创作者提供了理论启示。进一步的研究应旨在比较不同社交媒体平台和不同产品类别上的品牌内容体验。

原创性/价值

本研究通过增强对品牌内容体验概念及其与社交媒体环境中客户参与度的概念关系的理解，为社交媒体内容中的客户参与度和体验文献做出贡献。

同行评审

本文的同行评审历史可在以下网址获得：https://publons.com/publon/10.1108/OIR-10-2019-0333