Branded content experience in social media settings: A consumer culture theory perspective

• Main Authors: Waqas, Muhammad, Hamzah, Zalfa Laili, Salleh, Noor Akma Mohd
• Format: Article
• Published: Palgrave Macmillan Ltd 2022
• Subjects: Marketing. Distribution of products
• Online Access: http://eprints.um.edu.my/42081/

Social media has become a primary medium for brands to engage their customers. Brands are continually looking for ways to provide favourable experiences to engage customers on social media platforms. Despite the prolific research on social media in the marketing context, the consumer experience conc...