The role and forms of social media branded content driving active customer engagement behaviours

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 Item availability restricted.

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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
Status:	In Press
Schools:	Schools > Business (Including Economics)
Publisher:	Taylor and Francis Group
ISSN:	0267-257X
Date of First Compliant Deposit:	15 July 2025
Last Modified:	15 Jul 2025 10:45
URI:	https://orca.cardiff.ac.uk/id/eprint/179808

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