{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,2,27]],"date-time":"2026-02-27T02:30:39Z","timestamp":1772159439379,"version":"3.50.1"},"reference-count":79,"publisher":"Emerald","issue":"5","license":[{"start":{"date-parts":[[2021,2,18]],"date-time":"2021-02-18T00:00:00Z","timestamp":1613606400000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["OIR"],"published-print":{"date-parts":[[2021,8,30]]},"abstract":"<jats:sec>\n                    <jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title>\n                    <jats:p>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.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title>\n                    <jats:p>Data were collected from 20 participants using semi-structured interviews. Thematic analysis was used to analyse the qualitative data.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title content-type=\"abstract-subheading\">Findings<\/jats:title>\n                    <jats:p>The results identify seven types of branded content experience which are evoked when customers interact with branded content on social media. The results also suggest that branded content experience acts as a driver of consumer engagement with branded content which eventually leads to customers' sense of virtual community.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title content-type=\"abstract-subheading\">Research limitations\/implications<\/jats:title>\n                    <jats:p>The findings provide theoretical implications for content creators. Further research should aim at comparing the branded content experience on different social media platforms and across different product categories.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title>\n                    <jats:p>This study contributes to customer engagement and experience literature in social media content by enhancing the understanding of branded content experience concept and its conceptual relationship with customer engagement in the social media context.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title content-type=\"abstract-subheading\">Peer review<\/jats:title>\n                    <jats:p>\n                      The peer review history for this article is available at:\n                      <jats:ext-link xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\" ext-link-type=\"url\" xlink:href=\"https:\/\/publons.com\/publon\/10.1108\/OIR-10-2019-0333\">https:\/\/publons.com\/publon\/10.1108\/OIR-10-2019-0333<\/jats:ext-link>\n                    <\/jats:p>\n                  <\/jats:sec>","DOI":"10.1108\/oir-10-2019-0333","type":"journal-article","created":{"date-parts":[[2021,2,18]],"date-time":"2021-02-18T12:09:14Z","timestamp":1613650154000},"page":"964-982","source":"Crossref","is-referenced-by-count":35,"title":["Customer experience with the branded content: a social media perspective"],"prefix":"10.1108","volume":"45","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-4365-5069","authenticated-orcid":false,"given":"Muhammad","family":"Waqas","sequence":"first","affiliation":[]},{"given":"Zalfa Laili","family":"Hamzah","sequence":"additional","affiliation":[]},{"given":"Noor Akma","family":"Mohd Salleh","sequence":"additional","affiliation":[]}],"member":"140","published-online":{"date-parts":[[2021,2,18]]},"reference":[{"issue":"2","key":"key2021091312163264200_ref001","doi-asserted-by":"crossref","first-page":"400","DOI":"10.1016\/j.chb.2011.10.010","article-title":"Sense of virtual community: a follow up on its measurement","volume":"28","year":"2012","journal-title":"Computers in Human Behavior"},{"issue":"2","key":"key2021091312163264200_ref002","doi-asserted-by":"crossref","first-page":"64","DOI":"10.1177\/002224299305700205","article-title":"Identifying global and culture-specific dimensions of humor in advertising: a multinational analysis","volume":"57","year":"1993","journal-title":"Journal of Marketing"},{"key":"key2021091312163264200_ref003","first-page":"123","article-title":"A renaissance of brand experience: advancing the concept through a multi-perspective analysis","volume":"91","year":"2019","journal-title":"Journal of Business Research"},{"issue":"4","key":"key2021091312163264200_ref004","doi-asserted-by":"crossref","first-page":"868","DOI":"10.1086\/426626","article-title":"Consumer culture theory (CCT): twenty years of research","volume":"31","year":"2005","journal-title":"Journal of Consumer Research"},{"issue":"1","key":"key2021091312163264200_ref005","doi-asserted-by":"crossref","first-page":"15","DOI":"10.1002\/mar.20761","article-title":"Creative strategies in social media marketing: an exploratory study of branded social content and consumer engagement","volume":"32","year":"2015","journal-title":"Psychology and Marketing"},{"issue":"1","key":"key2021091312163264200_ref006","doi-asserted-by":"crossref","first-page":"160","DOI":"10.1086\/426625","article-title":"Postassimilationist ethnic consumer research: qualifications and extensions","volume":"32","year":"2005","journal-title":"Journal of Consumer Research"},{"issue":"1","key":"key2021091312163264200_ref007","doi-asserted-by":"crossref","first-page":"64","DOI":"10.1145\/968464.968470","article-title":"The experienced sense of a virtual community: characteristics and processes","volume":"35","year":"2004","journal-title":"ACM SIGMIS\u2013Data Base: The Database for Advances in Information Systems"},{"issue":"1","key":"key2021091312163264200_ref008","doi-asserted-by":"crossref","first-page":"76","DOI":"10.1080\/13691181003739633","article-title":"A model of online trust: the mediating role of norms and sense of virtual community","volume":"14","year":"2011","journal-title":"Information, Communication and Society"},{"issue":"1-2","key":"key2021091312163264200_ref009","doi-asserted-by":"crossref","first-page":"103","DOI":"10.1177\/1357034X18760987","article-title":"Making skin visible: how consumer culture imagery commodifies identity","volume":"24","year":"2018","journal-title":"Body and Society"},{"issue":"2","key":"key2021091312163264200_ref010","doi-asserted-by":"crossref","first-page":"77","DOI":"10.1191\/1478088706qp063oa","article-title":"Using thematic analysis in psychology","volume":"3","year":"2006","journal-title":"Qualitative Research in Psychology"},{"key":"key2021091312163264200_ref011","volume-title":"The Content Formula: Calculate the ROI of Content Marketing and Never Waste Money Again","year":"2015","edition":"1st ed."},{"issue":"4","key":"key2021091312163264200_ref012","doi-asserted-by":"crossref","first-page":"309","DOI":"10.1016\/j.jbusres.2007.06.017","article-title":"Hedonic and utilitarian shopping goals: the online experience","volume":"61","year":"2008","journal-title":"Journal of Business Research"},{"issue":"3","key":"key2021091312163264200_ref013","doi-asserted-by":"crossref","first-page":"252","DOI":"10.1177\/1094670511411703","article-title":"Customer engagement: conceptual domain, fundamental propositions, and implications for research","volume":"14","year":"2011","journal-title":"Journal of Service Research"},{"issue":"1","key":"key2021091312163264200_ref014","doi-asserted-by":"crossref","first-page":"105","DOI":"10.1016\/j.jbusres.2011.07.029","article-title":"Consumer engagement in a virtual brand community: an exploratory analysis","volume":"66","year":"2013","journal-title":"Journal of Business Research"},{"issue":"4","key":"key2021091312163264200_ref015","doi-asserted-by":"crossref","first-page":"284","DOI":"10.1016\/j.jbusres.2007.06.022","article-title":"Social versus psychological brand community: the role of psychological sense of brand community","volume":"61","year":"2008","journal-title":"Journal of Business Research"},{"key":"key2021091312163264200_ref016","unstructured":"Chadha, R. (2017), \u201cFor social video, marketers value engagement above all else\u201d, available at: https:\/\/www.emarketer.com\/content\/for-social-media-video-marketers-value-engagement-above-all-else."},{"key":"key2021091312163264200_ref017","unstructured":"CMI (2016), \u201c2016 benchmarks, budgets, and trends\u2013north America\u201d, available at: https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2015\/10\/2016_B2C_Research_Final.pdf."},{"key":"key2021091312163264200_ref018","unstructured":"CMI (2017), \u201cBenchmarks, budgets, and trends - content marketing Institute\u201d, available at: https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2015\/12\/2016_UK_Research_FINAL.pdf."},{"issue":"11-12","key":"key2021091312163264200_ref019","doi-asserted-by":"crossref","first-page":"1086","DOI":"10.1080\/0267257X.2014.929165","article-title":"CCT applied research and the limits of consumers' heroicisation","volume":"30","year":"2014","journal-title":"Journal of Marketing Management"},{"key":"key2021091312163264200_ref020","volume-title":"Qualitative Inquiry and Research Design: Choosing among Five Approaches","year":"2007","edition":"2nd ed."},{"issue":"4","key":"key2021091312163264200_ref021","doi-asserted-by":"crossref","first-page":"468","DOI":"10.1016\/j.jretconser.2014.03.006","article-title":"Conceptualizing the brand in social media community: the five sources model","volume":"21","year":"2014","journal-title":"Journal of Retailing and Consumer Services"},{"issue":"2","key":"key2021091312163264200_ref022","doi-asserted-by":"crossref","first-page":"83","DOI":"10.1016\/j.intmar.2012.01.003","article-title":"Popularity of brand posts on brand fan pages: an investigation of the effects of social media marketing","volume":"26","year":"2012","journal-title":"Journal of Interactive Marketing"},{"key":"key2021091312163264200_ref023","doi-asserted-by":"crossref","first-page":"272","DOI":"10.1016\/j.chb.2017.05.016","article-title":"Explaining consumer brand-related activities on social media: an investigation of the different roles of self-expression and socializing motivations","volume":"75","year":"2017","journal-title":"Computers in Human Behavior"},{"issue":"1","key":"key2021091312163264200_ref024","doi-asserted-by":"crossref","first-page":"28","DOI":"10.1108\/JPBM-06-2014-0635","article-title":"Consumer engagement in online brand communities: a social media perspective","volume":"24","year":"2015","journal-title":"The Journal of Product and Brand Management"},{"issue":"10","key":"key2021091312163264200_ref025","doi-asserted-by":"crossref","first-page":"2213","DOI":"10.1108\/EJM-03-2017-0182","article-title":"Social media engagement behavior: a framework for engaging customers through social media content","volume":"53","year":"2019","journal-title":"European Journal of Marketing"},{"issue":"1","key":"key2021091312163264200_ref026","doi-asserted-by":"crossref","first-page":"114","DOI":"10.1504\/IJWBC.2007.013778","article-title":"The development of a sense of virtual community","volume":"3","year":"2007","journal-title":"International Journal of Web Based Communities"},{"issue":"1-2","key":"key2021091312163264200_ref027","doi-asserted-by":"crossref","first-page":"168","DOI":"10.1207\/s15327663jcp1401&2_19","article-title":"Narrative processing: building consumer connections to brands","volume":"14","year":"2004","journal-title":"Journal of Consumer Psychology"},{"issue":"5","key":"key2021091312163264200_ref028","doi-asserted-by":"crossref","first-page":"363","DOI":"10.1016\/j.jretconser.2005.11.003","article-title":"The influence of familiarity and usability on loyalty to online journalistic services: the role of user experience","volume":"13","year":"2006","journal-title":"Journal of Retailing and Consumer Services"},{"issue":"1-2","key":"key2021091312163264200_ref029","doi-asserted-by":"crossref","first-page":"55","DOI":"10.1080\/10696679.2017.1389245","article-title":"Capturing and co-creating student experiences in social media: a social identity theory perspective","volume":"26","year":"2018","journal-title":"Journal of Marketing Theory and Practice"},{"issue":"4","key":"key2021091312163264200_ref030","doi-asserted-by":"crossref","first-page":"242","DOI":"10.1016\/j.intmar.2013.09.004","article-title":"Managing brands in the social media environment","volume":"27","year":"2013","journal-title":"Journal of Interactive Marketing"},{"issue":"2","key":"key2021091312163264200_ref031","first-page":"482","article-title":"Consumer engagement with eWOM on social media: the role of social capital","volume":"42","year":"2018","journal-title":"Online Information Review"},{"key":"key2021091312163264200_ref032","volume-title":"Beyond Culture","year":"1976"},{"issue":"2","key":"key2021091312163264200_ref033","doi-asserted-by":"crossref","first-page":"484","DOI":"10.1016\/j.jbusres.2015.05.005","article-title":"I (heart) social ventures: identification and social media engagement","volume":"69","year":"2016","journal-title":"Journal of Business Research"},{"issue":"2","key":"key2021091312163264200_ref034","doi-asserted-by":"crossref","first-page":"147","DOI":"10.1108\/JSTP-02-2016-0020","article-title":"Positive and negative valence influencing consumer engagement","volume":"28","year":"2018","journal-title":"Journal of Service Theory and Practice"},{"key":"key2021091312163264200_ref035","doi-asserted-by":"crossref","first-page":"27","DOI":"10.1016\/j.intmar.2018.07.003","article-title":"Digital content marketing's role in fostering consumer engagement, trust, and value: framework, fundamental propositions, and implications","volume":"45","year":"2019","journal-title":"Journal of Interactive Marketing"},{"issue":"2","key":"key2021091312163264200_ref036","doi-asserted-by":"crossref","first-page":"149","DOI":"10.1016\/j.intmar.2013.12.002","article-title":"Consumer brand engagement in social media: conceptualization, scale development and validation","volume":"28","year":"2014","journal-title":"Journal of Interactive Marketing"},{"issue":"2-3","key":"key2021091312163264200_ref037","doi-asserted-by":"crossref","first-page":"139","DOI":"10.1080\/13527260902757530","article-title":"Building strong brands in a modern marketing communications environment","volume":"15","year":"2009","journal-title":"Journal of Marketing Communications"},{"issue":"2","key":"key2021091312163264200_ref038","doi-asserted-by":"crossref","first-page":"297","DOI":"10.1080\/02699930302297","article-title":"Approaching awe, a moral, spiritual, and aesthetic emotion","volume":"17","year":"2003","journal-title":"Cognition and Emotion"},{"key":"key2021091312163264200_ref039","volume-title":"Communities in Cyberspace, Communities in Cyberspace","year":"1999"},{"key":"key2021091312163264200_ref040","doi-asserted-by":"crossref","first-page":"262","DOI":"10.4135\/9781446282243.n18","article-title":"Netnographic analysis: understanding culture through social media data","volume-title":"The Sage Handbook of Qualitative Data Analysis","year":"2014"},{"issue":"2","key":"key2021091312163264200_ref041","doi-asserted-by":"crossref","first-page":"71","DOI":"10.2753\/JOA0091-3367370206","article-title":"What's funny and what's not: the moderating role of cultural orientation in ad humor","volume":"37","year":"2008","journal-title":"Journal of Advertising"},{"issue":"3","key":"key2021091312163264200_ref042","doi-asserted-by":"crossref","first-page":"225","DOI":"10.1016\/j.jbusres.2007.06.004","article-title":"Hedonic vs. utilitarian consumption: a cross-cultural perspective based on cultural conditioning","volume":"61","year":"2008","journal-title":"Journal of Business Research"},{"issue":"5","key":"key2021091312163264200_ref043","doi-asserted-by":"crossref","first-page":"621","DOI":"10.1016\/j.bushor.2017.05.006","article-title":"Taking a global view on brand post popularity: six social media brand post practices for global markets","volume":"60","year":"2017","journal-title":"Business Horizons"},{"key":"key2021091312163264200_ref044","volume-title":"Analyzing Social Settings: A Guide to Qualitative Observation and Analysis","year":"1995"},{"issue":"5","key":"key2021091312163264200_ref045","doi-asserted-by":"crossref","first-page":"743","DOI":"10.1108\/OIR-02-2018-0043","article-title":"Share, comment, but do not like: the effect of politicians' facial attractiveness on audience engagement on Facebook","volume":"43","year":"2019","journal-title":"Online Information Review"},{"issue":"6","key":"key2021091312163264200_ref046","doi-asserted-by":"crossref","first-page":"21","DOI":"10.1177\/0022242919873903","article-title":"The role of marketer-generated content in customer engagement marketing","volume":"83","year":"2019","journal-title":"Journal of Marketing"},{"key":"key2021091312163264200_ref047","volume-title":"Qualitative Data Analysis: An Expanded Sourcebook","year":"1994"},{"key":"key2021091312163264200_ref048","first-page":"165","article-title":"A heavy burden of identity: India, food, globalization, and women","volume-title":"Research in Consumer Behavior","year":"2007"},{"issue":"1","key":"key2021091312163264200_ref049","doi-asserted-by":"crossref","first-page":"21","DOI":"10.1016\/j.jbusres.2011.07.019","article-title":"Beyond technology acceptance: brand relationships and online brand experience","volume":"66","year":"2013","journal-title":"Journal of Business Research"},{"key":"key2021091312163264200_ref050","volume-title":"Phenomenological Research Methods","year":"1994"},{"key":"key2021091312163264200_ref051","unstructured":"MSI (2018), Research Priorities 2018-2020, Marketing Science Institute, Cambridge, MA, available at: http:\/\/www.msi.org\/research\/2018-2020-research-priorities\/."},{"issue":"4","key":"key2021091312163264200_ref052","doi-asserted-by":"crossref","first-page":"412","DOI":"10.1086\/319618","article-title":"Brand community","volume":"27","year":"2001","journal-title":"Journal of Consumer Research"},{"issue":"1","key":"key2021091312163264200_ref053","doi-asserted-by":"crossref","first-page":"13","DOI":"10.2501\/IJA-30-1-013-046","article-title":"Introducing COBRAs: exploring motivations for brand-related social media use","volume":"30","year":"2011","journal-title":"International Journal of Advertising"},{"issue":"5-6","key":"key2021091312163264200_ref054","first-page":"627","article-title":"Children's use of brand symbolism: a consumer culture theory approach","volume":"42","year":"2008","journal-title":"European Journal of Marketing"},{"issue":"1","key":"key2021091312163264200_ref055","doi-asserted-by":"crossref","first-page":"56","DOI":"10.1108\/02651331311298573","article-title":"Social media and international advertising: theoretical challenges and future directions","volume":"30","year":"2013","journal-title":"International Marketing Review"},{"key":"key2021091312163264200_ref056","doi-asserted-by":"crossref","first-page":"23","DOI":"10.1016\/S0885-2111(06)11002-9","article-title":"Working to consume the model life: consumer agency under scarcity","volume-title":"Consumer Culture Theory","year":"2007"},{"issue":"3","key":"key2021091312163264200_ref057","doi-asserted-by":"crossref","first-page":"253","DOI":"10.1177\/1470593110373191","article-title":"Borderlines: skin, tattoos and consumer culture theory","volume":"10","year":"2010","journal-title":"Marketing Theory"},{"key":"key2021091312163264200_ref058","volume-title":"Qualitative Evaluation and Research Methods","year":"1990"},{"issue":"4","key":"key2021091312163264200_ref059","doi-asserted-by":"crossref","first-page":"333","DOI":"10.1017\/S0021849904040371","article-title":"Viral marketing or electronic word-of-mouth advertising: examining consumer responses and motivations to pass along email","volume":"44","year":"2004","journal-title":"Journal of Advertising Research"},{"issue":"7","key":"key2021091312163264200_ref060","doi-asserted-by":"crossref","first-page":"1082","DOI":"10.1108\/OIR-05-2017-0150","article-title":"Mediating impact of fan-page engagement on social media connectedness and followers purchase intention","volume":"42","year":"2018","journal-title":"Online Information Review"},{"issue":"1","key":"key2021091312163264200_ref061","doi-asserted-by":"crossref","first-page":"24","DOI":"10.1111\/j.1468-2370.2010.00280.x","article-title":"Online customer experience: a review of the business-to-consumer online purchase context","volume":"13","year":"2011","journal-title":"International Journal of Management Reviews"},{"key":"key2021091312163264200_ref062","volume-title":"The Coding Manual for Qualitative Researchers","year":"2015"},{"issue":"7","key":"key2021091312163264200_ref063","doi-asserted-by":"crossref","first-page":"1146","DOI":"10.1108\/OIR-03-2017-0079","article-title":"Social media and co-creative service innovation: an empirical study","volume":"42","year":"2018","journal-title":"Online Information Review"},{"key":"key2021091312163264200_ref064","volume-title":"Research Methods for Business Students","year":"2016","edition":"7th ed."},{"issue":"2","key":"key2021091312163264200_ref065","doi-asserted-by":"crossref","first-page":"189","DOI":"10.1177\/147059310222003","article-title":"Service quality and the consumer's experience: towards an interpretive approach","volume":"2","year":"2002","journal-title":"Marketing Theory"},{"issue":"1","key":"key2021091312163264200_ref066","doi-asserted-by":"crossref","first-page":"64","DOI":"10.2501\/JAR-2016-004","article-title":"Measuring consumers' engagement with brand-related social-media content","volume":"56","year":"2016","journal-title":"Journal of Advertising Research"},{"issue":"1-3","key":"key2021091312163264200_ref067","doi-asserted-by":"crossref","first-page":"53","DOI":"10.1362\/026725799784870496","article-title":"Experiential marketing","volume":"15","year":"1999","journal-title":"Journal of Marketing Management"},{"issue":"2","key":"key2021091312163264200_ref068","doi-asserted-by":"crossref","first-page":"86","DOI":"10.1108\/JRIM-12-2012-0054","article-title":"Social media's slippery slope: challenges, opportunities and future research directions","volume":"7","year":"2013","journal-title":"Journal of Research in Interactive Marketing"},{"issue":"3","key":"key2021091312163264200_ref069","doi-asserted-by":"crossref","first-page":"239","DOI":"10.1108\/JRIM-05-2014-0027","article-title":"Testing a conceptual model of Facebook brand page communities","volume":"9","year":"2015","journal-title":"Journal of Research in Interactive Marketing"},{"issue":"4","key":"key2021091312163264200_ref070","doi-asserted-by":"crossref","first-page":"189","DOI":"10.1016\/j.intmar.2012.04.001","article-title":"Brand performances in social media","volume":"26","year":"2012","journal-title":"Journal of Interactive Marketing"},{"key":"key2021091312163264200_ref071","doi-asserted-by":"crossref","first-page":"43","DOI":"10.1016\/j.jbusres.2018.12.056","article-title":"Experiential marketing and the changing nature of extraordinary experiences in post-postmodern consumer culture","volume":"97","year":"2019","journal-title":"Journal of Business Research"},{"issue":"3","key":"key2021091312163264200_ref072","doi-asserted-by":"crossref","first-page":"491","DOI":"10.1086\/209413","article-title":"Analysis and interpretation of qualitative data in consumer research","volume":"21","year":"1994","journal-title":"Journal of Consumer Research"},{"key":"key2021091312163264200_ref073","doi-asserted-by":"crossref","first-page":"187","DOI":"10.1016\/S0885-2111(06)11009-1","article-title":"Consumption and class during and after state socialism","volume-title":"Consumer Culture Theory","year":"2007"},{"key":"key2021091312163264200_ref074","doi-asserted-by":"crossref","first-page":"39","DOI":"10.1007\/978-1-4612-5572-7_3","article-title":"Cognitive processes in humor appreciation","volume-title":"Handbook of Humor Research","year":"1983"},{"issue":"1-2","key":"key2021091312163264200_ref075","doi-asserted-by":"crossref","first-page":"4","DOI":"10.1080\/10696679.2017.1389243","article-title":"Engagement with social media content: a qualitative exploration","volume":"26","year":"2018","journal-title":"Journal of Marketing Theory and Practice"},{"issue":"6","key":"key2021091312163264200_ref076","doi-asserted-by":"crossref","first-page":"927","DOI":"10.1108\/MIP-07-2014-0135","article-title":"Content strategies and audience response on Facebook brand pages","volume":"33","year":"2015","journal-title":"Marketing Intelligence and Planning"},{"issue":"9","key":"key2021091312163264200_ref077","doi-asserted-by":"crossref","first-page":"1759","DOI":"10.1108\/EJM-10-2017-0794","article-title":"Fostering brand engagement and value-laden trusted B2B relationships through digital content marketing","volume":"53","year":"2019","journal-title":"European Journal of Marketing"},{"issue":"2","key":"key2021091312163264200_ref078","doi-asserted-by":"crossref","first-page":"164","DOI":"10.1108\/JRIM-03-2017-0016","article-title":"The impact of Facebook experience on consumers' behavioral brand engagement","volume":"12","year":"2018","journal-title":"Journal of Research in Interactive Marketing"},{"issue":"3","key":"key2021091312163264200_ref079","doi-asserted-by":"crossref","first-page":"277","DOI":"10.1016\/j.ijresmar.2004.11.002","article-title":"Utility, cultural symbolism and emotion: a comprehensive model of brand purchase value","volume":"22","year":"2005","journal-title":"International Journal of Research in Marketing"}],"container-title":["Online Information Review"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/OIR-10-2019-0333\/full\/xml","content-type":"application\/xml","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/OIR-10-2019-0333\/full\/html","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,7,24]],"date-time":"2025-07-24T22:44:04Z","timestamp":1753397044000},"score":1,"resource":{"primary":{"URL":"http:\/\/www.emerald.com\/oir\/article\/45\/5\/964-982\/315633"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2021,2,18]]},"references-count":79,"journal-issue":{"issue":"5","published-online":{"date-parts":[[2021,2,18]]},"published-print":{"date-parts":[[2021,8,30]]}},"alternative-id":["10.1108\/OIR-10-2019-0333"],"URL":"https:\/\/doi.org\/10.1108\/oir-10-2019-0333","relation":{"has-review":[{"id-type":"doi","id":"10.1108\/OIR-10-2019-0333\/v2\/review2","asserted-by":"object"},{"id-type":"doi","id":"10.1108\/OIR-10-2019-0333\/v2\/review1","asserted-by":"object"},{"id-type":"doi","id":"10.1108\/OIR-10-2019-0333\/v4\/response1","asserted-by":"object"},{"id-type":"doi","id":"10.1108\/OIR-10-2019-0333\/v4\/review2","asserted-by":"object"},{"id-type":"doi","id":"10.1108\/OIR-10-2019-0333\/v5\/decision1","asserted-by":"object"},{"id-type":"doi","id":"10.1108\/OIR-10-2019-0333\/v4\/review1","asserted-by":"object"},{"id-type":"doi","id":"10.1108\/OIR-10-2019-0333\/v6\/decision1","asserted-by":"object"},{"id-type":"doi","id":"10.1108\/OIR-10-2019-0333\/v3\/response1","asserted-by":"object"},{"id-type":"doi","id":"10.1108\/OIR-10-2019-0333\/v3\/review2","asserted-by":"object"},{"id-type":"doi","id":"10.1108\/OIR-10-2019-0333\/v3\/review1","asserted-by":"object"},{"id-type":"doi","id":"10.1108\/OIR-10-2019-0333\/v2\/response1","asserted-by":"object"},{"id-type":"doi","id":"10.1108\/OIR-10-2019-0333\/v2\/decision1","asserted-by":"object"},{"id-type":"doi","id":"10.1108\/OIR-10-2019-0333\/v3\/decision1","asserted-by":"object"},{"id-type":"doi","id":"10.1108\/OIR-10-2019-0333\/v6\/response1","asserted-by":"object"},{"id-type":"doi","id":"10.1108\/OIR-10-2019-0333\/v5\/review2","asserted-by":"object"},{"id-type":"doi","id":"10.1108\/OIR-10-2019-0333\/v6\/review2","asserted-by":"object"},{"id-type":"doi","id":"10.1108\/OIR-10-2019-0333\/v5\/review1","asserted-by":"object"},{"id-type":"doi","id":"10.1108\/OIR-10-2019-0333\/v6\/review1","asserted-by":"object"},{"id-type":"doi","id":"10.1108\/OIR-10-2019-0333\/v1\/review2","asserted-by":"object"},{"id-type":"doi","id":"10.1108\/OIR-10-2019-0333\/v1\/decision1","asserted-by":"object"},{"id-type":"doi","id":"10.1108\/OIR-10-2019-0333\/v1\/review1","asserted-by":"object"},{"id-type":"doi","id":"10.1108\/OIR-10-2019-0333\/v5\/response1","asserted-by":"object"},{"id-type":"doi","id":"10.1108\/OIR-10-2019-0333\/v4\/decision1","asserted-by":"object"}]},"ISSN":["1468-4527"],"issn-type":[{"value":"1468-4527","type":"print"}],"subject":[],"published":{"date-parts":[[2021,2,18]]}}}