Customer experience with the branded content: A social media perspective

• Main Authors: Waqas, Muhammad, Hamzah, Zalfa Laili, Mohd Salleh, Noor Akma
• Format: Article
• Published: Emerald Group Publishing Ltd 2021
• Subjects: QA75 Electronic computers. Computer science; Information resources (General)
• Online Access: http://eprints.um.edu.my/26987/
• Institution: Universiti Malaya

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...