Krowinska, Agata and Dineva, Denitsa  ORCID: https://orcid.org/0000-0003-0451-9021
2025.
The role and forms of social media branded content driving active customer engagement behaviours.
Journal of Marketing Management
10.1080/0267257X.2025.2544808
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Abstract
In today’s saturated digital ecosystem, content is crucial for brand differentiation and audience engagement. This study adopts a consumer-centric approach, using event-based diaries and semi-structured interviews to explore how different types of branded content on social media – informational, entertaining, remunerative, and contextual – drive active customer engagement (i.e. deliberate interaction). It also examines the motivations behind these behaviours, identifying three core drivers: functional, hedonic, and symbolic, along with varying levels of engagement, from low to high involvement. In an era defined by the attention economy and generative AI – where content is abundant but meaningful engagement is scarce – our approach advances the understanding of branded content’s strategic role in digital marketing and offers actionable insights for content marketers aiming to optimise audience engagement.
| Item Type: | Article |
|---|---|
| Date Type: | Published Online |
| Status: | In Press |
| Schools: | Schools > Business (Including Economics) |
| Publisher: | Taylor and Francis Group |
| ISSN: | 0267-257X |
| Date of First Compliant Deposit: | 15 July 2025 |
| Date of Acceptance: | 30 June 2025 |
| Last Modified: | 12 Aug 2025 08:53 |
| URI: | https://orca.cardiff.ac.uk/id/eprint/179808 |
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