IDEAS home Printed from https://ideas.repec.org/a/eee/joinma/v56y2021icp106-120.html
   My bibliography  Save this article

Branded Content Experience in Social Media: Conceptualization, Scale Development, and Validation

Author

Listed:
  • Waqas, Muhammad
  • Salleh, Noor Akma Mohd
  • Hamzah, Zalfa Laili

Abstract

Understanding customer experience with branded content on social media has become critical as brands allocate a considerable budget to the creation and dissemination of branded content. Customers interact with social media branded content such as brand-related images, videos, and text posts, and respond by engaging with content on social media. However, despite growing scholarly interest in social media experiences, there is a lack of research on the conceptualization and operationalization of the “branded content experience” (BCE) on social media. This research aims to enhance the understanding of customer experience with branded content by exploring several experience dimensions and construct a BCE scale. We derived seven BCE dimensions, including self-identity, social bonding, utilitarian, aesthetic, humor, awe-inspiring, and discerning with the help of two qualitative studies. We employed exploratory and confirmatory factor analysis to propose a reliable and valid 35-item BCE scale. The findings suggested that BCE predicts consumer engagement with branded content (CEBC) on social media.

Suggested Citation

  • 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.
    • Handle: RePEc:eee:joinma:v:56:y:2021:i:c:p:106-120
    DOI: 10.1016/j.intmar.2021.07.001
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S1094996821000487
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.intmar.2021.07.001?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Hardesty, David M. & Bearden, William O., 2004. "The use of expert judges in scale development: Implications for improving face validity of measures of unobservable constructs," Journal of Business Research, Elsevier, vol. 57(2), pages 98-107, February.
    2. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    3. Gentile, Chiara & Spiller, Nicola & Noci, Giuliano, 2007. "How to Sustain the Customer Experience:: An Overview of Experience Components that Co-create Value With the Customer," European Management Journal, Elsevier, vol. 25(5), pages 395-410, October.
    4. Wakefield, Lane T. & Wakefield, Robin L., 2018. "Anxiety and Ephemeral Social Media Use in Negative eWOM Creation," Journal of Interactive Marketing, Elsevier, vol. 41(C), pages 44-59.
    5. Kim, Jong Min & Jun, Mina & Kim, Chung K., 2018. "The Effects of Culture on Consumers' Consumption and Generation of Online Reviews," Journal of Interactive Marketing, Elsevier, vol. 43(C), pages 134-150.
    6. Rose, Susan & Clark, Moira & Samouel, Phillip & Hair, Neil, 2012. "Online Customer Experience in e-Retailing: An empirical model of Antecedents and Outcomes," Journal of Retailing, Elsevier, vol. 88(2), pages 308-322.
    7. Baldus, Brian J. & Voorhees, Clay & Calantone, Roger, 2015. "Online brand community engagement: Scale development and validation," Journal of Business Research, Elsevier, vol. 68(5), pages 978-985.
    8. Seniz Özhan & Nevin Altug & Eylem Deniz, 2018. "The influence of openness to experience and nostalgia proneness on brand loyalty," Journal of Advances in Management Research, Emerald Group Publishing Limited, vol. 15(4), pages 500-513, August.
    9. 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.
    10. Thomas P. Novak & Donna L. Hoffman & Yiu-Fai Yung, 2000. "Measuring the Customer Experience in Online Environments: A Structural Modeling Approach," Marketing Science, INFORMS, vol. 19(1), pages 22-42, May.
    11. Hollebeek, Linda D. & Glynn, Mark S. & Brodie, Roderick J., 2014. "Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation," Journal of Interactive Marketing, Elsevier, vol. 28(2), pages 149-165.
    12. Matthijs Meire & Kelly Hewett & Michel Ballings & V. Kumar & Dirk van den Poel, 2019. "The Role of Marketer-Generated Content in Customer Engagement Marketing," Post-Print hal-02509303, HAL.
    13. Naresh K. Malhotra & Sung S. Kim & Ashutosh Patil, 2006. "Common Method Variance in IS Research: A Comparison of Alternative Approaches and a Reanalysis of Past Research," Management Science, INFORMS, vol. 52(12), pages 1865-1883, December.
    14. Pagani, Margherita & Malacarne, Giovanni, 2017. "Experiential Engagement and Active vs. Passive Behavior in Mobile Location-based Social Networks: The Moderating Role of Privacy," Journal of Interactive Marketing, Elsevier, vol. 37(C), pages 133-148.
    15. Gensler, Sonja & Völckner, Franziska & Liu-Thompkins, Yuping & Wiertz, Caroline, 2013. "Managing Brands in the Social Media Environment," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 242-256.
    16. Verhoef, Peter C. & Lemon, Katherine N. & Parasuraman, A. & Roggeveen, Anne & Tsiros, Michael & Schlesinger, Leonard A., 2009. "Customer Experience Creation: Determinants, Dynamics and Management Strategies," Journal of Retailing, Elsevier, vol. 85(1), pages 31-41.
    17. Carlson, Jamie & Rahman, Mohammad M. & Taylor, Alexander & Voola, Ranjit, 2019. "Feel the VIBE: Examining value-in-the-brand-page-experience and its impact on satisfaction and customer engagement behaviours in mobile social media," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 149-162.
    18. Mosteller, Jill & Poddar, Amit, 2017. "To Share and Protect: Using Regulatory Focus Theory to Examine the Privacy Paradox of Consumers' Social Media Engagement and Online Privacy Protection Behaviors," Journal of Interactive Marketing, Elsevier, vol. 39(C), pages 27-38.
    19. Blazevic, Vera & Wiertz, Caroline & Cotte, June & de Ruyter, Ko & Keeling, Debbie Isobel, 2014. "GOSIP in Cyberspace: Conceptualization and Scale Development for General Online Social Interaction Propensity," Journal of Interactive Marketing, Elsevier, vol. 28(2), pages 87-100.
    20. Margherita Pagani & Giovanni Malacarne, 2017. "Experiential engagement and active vs. passive behavior in mobile location-based social networks : the moderating role of privacy," Post-Print hal-02311925, HAL.
    21. Hollebeek, Linda D. & Macky, Keith, 2019. "Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 27-41.
    22. Eppmann, René & Bekk, Magdalena & Klein, Kristina, 2018. "Gameful Experience in Gamification: Construction and Validation of a Gameful Experience Scale [GAMEX]," Journal of Interactive Marketing, Elsevier, vol. 43(C), pages 98-115.
    23. Morgan-Thomas, Anna & Veloutsou, Cleopatra, 2013. "Beyond technology acceptance: Brand relationships and online brand experience," Journal of Business Research, Elsevier, vol. 66(1), pages 21-27.
    24. Das, Gopal & Agarwal, James & Malhotra, Naresh K. & Varshneya, Geetika, 2019. "Does brand experience translate into brand commitment?: A mediated-moderation model of brand passion and perceived brand ethicality," Journal of Business Research, Elsevier, vol. 95(C), pages 479-490.
    25. de Vries, Lisette & Gensler, Sonja & Leeflang, Peter S.H., 2012. "Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 83-91.
    26. Agnès Helme-Guizon & Fanny Magnoni, 2019. "Consumer brand engagement and its social side on brand-hosted social media: how do they contribute to brand loyalty?," Post-Print hal-02492743, HAL.
    27. Muhammad Waqas & Zalfa Laili Binti Hamzah & Noor Akma Mohd Salleh, 2021. "Customer experience: a systematic literature review and consumer culture theory-based conceptualisation," Management Review Quarterly, Springer, vol. 71(1), pages 135-176, February.
    28. Calder, Bobby J. & Malthouse, Edward C. & Schaedel, Ute, 2009. "An Experimental Study of the Relationship between Online Engagement and Advertising Effectiveness," Journal of Interactive Marketing, Elsevier, vol. 23(4), pages 321-331.
    29. Agnès Helme-Guizon & Fanny Magnoni, 2019. "Consumer brand engagement and its social side on brand-hosted social media: how do they contribute to brand loyalty?," Post-Print hal-03591683, HAL.
    30. Eric J. Arnould & Craig J. Thompson, 2005. "Consumer Culture Theory (CCT): Twenty Years of Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 868-882, March.
    31. Hamzah, Zalfa Laili & Syed Alwi, Sharifah Faridah & Othman, Md Nor, 2014. "Designing corporate brand experience in an online context: A qualitative insight," Journal of Business Research, Elsevier, vol. 67(11), pages 2299-2310.
    32. Mollen, Anne & Wilson, Hugh, 2010. "Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives," Journal of Business Research, Elsevier, vol. 63(9-10), pages 919-925, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Md Shahzalal & Hamedi Mohd Adnan, 2022. "Attitude, Self-Control, and Prosocial Norm to Predict Intention to Use Social Media Responsibly: From Scale to Model Fit towards a Modified Theory of Planned Behavior," Sustainability, MDPI, vol. 14(16), pages 1-38, August.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Muhammad Waqas & Zalfa Laili Binti Hamzah & Noor Akma Mohd Salleh, 2021. "Customer experience: a systematic literature review and consumer culture theory-based conceptualisation," Management Review Quarterly, Springer, vol. 71(1), pages 135-176, February.
    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.
    3. Mahmoud Yasin & Lucia Porcu & Francisco Liébana-Cabanillas, 2019. "The Effect of Brand Experience on Customers’ Engagement Behavior within the Context of Online Brand Communities: The Impact on Intention to Forward Online Company-Generated Content," Sustainability, MDPI, vol. 11(17), pages 1-17, August.
    4. Kharouf, Husni & Biscaia, Rui & Garcia-Perez, Alexeis & Hickman, Ellie, 2020. "Understanding online event experience: The importance of communication, engagement and interaction," Journal of Business Research, Elsevier, vol. 121(C), pages 735-746.
    5. Simon, Françoise & Tossan, Vesselina, 2018. "Does brand-consumer social sharing matter? A relational framework of customer engagement to brand-hosted social media," Journal of Business Research, Elsevier, vol. 85(C), pages 175-184.
    6. Rather, Raouf Ahmad & Hollebeek, Linda D., 2021. "Customers’ service-related engagement, experience, and behavioral intent: Moderating role of age," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    7. Lim, Weng Marc & Rasul, Tareq, 2022. "Customer engagement and social media: Revisiting the past to inform the future," Journal of Business Research, Elsevier, vol. 148(C), pages 325-342.
    8. Axel Berger & Tobias Schlager & David E. Sprott & Andreas Herrmann, 2018. "Gamified interactions: whether, when, and how games facilitate self–brand connections," Journal of the Academy of Marketing Science, Springer, vol. 46(4), pages 652-673, July.
    9. Xi Chen & Chunlan Jiao & Ran Ji & Yu Li, 2021. "Examining Customer Motivation and Its Impact on Customer Engagement Behavior in Social Media: The Mediating Effect of Brand Experience," SAGE Open, , vol. 11(4), pages 21582440211, October.
    10. Michaud Trevinal, Aurélia & Stenger, Thomas, 2014. "Toward a conceptualization of the online shopping experience," Journal of Retailing and Consumer Services, Elsevier, vol. 21(3), pages 314-326.
    11. Paramita, Widya & Chan Nhu, Huynh Ba & Ngo, Liem Viet & Minh Tran, Quan Ha & Gregory, Gary, 2021. "Brand experience and consumers' social interactive engagement with brand page: An integrated-marketing perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    12. Nadeem, Waqar & Tan, Teck Ming & Tajvidi, Mina & Hajli, Nick, 2021. "How do experiences enhance brand relationship performance and value co-creation in social commerce? The role of consumer engagement and self brand-connection," Technological Forecasting and Social Change, Elsevier, vol. 171(C).
    13. Ridhwan O. Olaoke & Steven W. Bayighomog & Mustafa Tümer, 2021. "Nonlinear relationship between brand experience and customer satisfaction in the hospitality sector: an exploratory study," Journal of Brand Management, Palgrave Macmillan, vol. 28(6), pages 643-656, November.
    14. Hollebeek, Linda D. & Macky, Keith, 2019. "Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 27-41.
    15. Shahid, Shadma & Islam, Jamid Ul & Malik, Shehla & Hasan, Uzma, 2022. "Examining consumer experience in using m-banking apps: A study of its antecedents and outcomes," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    16. Dessart, Laurence & Pitardi, Valentina, 2019. "How stories generate consumer engagement: An exploratory study," Journal of Business Research, Elsevier, vol. 104(C), pages 183-195.
    17. Kai Wang & Jeffrey C. F. Tai & Hsin-Lu Chang, 2021. "Influences of place attachment and social media affordances on online brand community continuance," Information Systems and e-Business Management, Springer, vol. 19(2), pages 459-493, June.
    18. Zollo, Lamberto & Filieri, Raffaele & Rialti, Riccardo & Yoon, Sukki, 2020. "Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience," Journal of Business Research, Elsevier, vol. 117(C), pages 256-267.
    19. Sara Amoroso & Simonetta Pattuglia & Imran Khan, 2021. "Do Millennials share similar perceptions of brand experience? A clusterization based on brand experience and other brand-related constructs: the case of Netflix," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(1), pages 33-43, March.
    20. Roma, Paolo & Aloini, Davide, 2019. "How does brand-related user-generated content differ across social media? Evidence reloaded," Journal of Business Research, Elsevier, vol. 96(C), pages 322-339.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joinma:v:56:y:2021:i:c:p:106-120. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-interactive-marketing/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.