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In this global digital era, health-care companies are increasing their presence on the internet through branded content that serves as a connecting link between customers and brands. However, there is a limited understanding of branded content’s impact on customers. Thus, this paper aims to empirically analyse customer engagement for branded content in the health-care sector.

The factors impacting customer engagement for branded content were identified and analysed using the Decision-Making Trial and Evaluation Laboratory approach to get their significance and the cause and effect relationship.

It emerged that co-creation is the most significant factor, having a substantial relationship with all other factors. It is substantiated that health-care companies can increase the intensity of customer engagement by delivering more authentic and relevant content and having an appealing look in a time-bound manner. This will increase the usefulness and entertaining value of the content.

The research findings contribute to the customer engagement dimension in the health-care sector and help the companies construct effective branded content leading towards higher customer engagement.

The purpose of this paper is to introduce a conceptual model of branded entertainment into sport marketing and highlight Red Bull’s strategy as a “best practice”. Branded entertainment, the full integration of advertising into entertainment content, is an innovative marketing strategy that can provide sport enterprises and sponsors with consumer attention and engagement.

Branded entertainment was theoretically framed and conceptualised. Using an inductive approach Red Bull’s portfolio of self-generated action/extreme sport content as well as its production, distribution and viral processes were analysed.

A communication model of sport-related branded entertainment was developed to distinguish actors such as athletes, sponsors, and co-operating companies, traditional and new (sport) media as well as sport consumers and prosumers and analyse their actions and relationships.

This study is limited to Red Bull’s branded entertainment activities. However, a thorough conceptualisation and analysis of branded entertainment and findings of unique characteristics and anomalies related to branded sport entertainment allows academics and professionals to understand and apply the concept.

The research theme triggers a dialogue and encourages marketing practitioners to consider alternative ways to engage their target audiences and expand their integrated communication strategies via a unique and dynamic promotional tool.

This paper contributes to the sport value framework by addressing “value co-creation” in a sport media and marketing context. By highlighting the Red Bull phenomenon as an innovative approach a successful integration of branding and sponsorship activities into sport entertainment content production, distribution and viral marketing is presented.

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.

Data were collected from 20 participants using semi-structured interviews. Thematic analysis was used to analyse the qualitative data.

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.

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.

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.

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-10-2019-0333

This paper aims to increase the understanding of luxury brands’ branded content strategies concerning follower's engagement generated or not by happiness and well-being feelings spread in their branded content.

This study sample was composed of three of the most relevant luxury brands nowadays: Manolo Blahnik, Loewe, y Balenciaga. To address this research, an exploratory-correlational quantitative methodology was chosen; hypotheses were contrasted using ANOVA analysis with the SPSS software. Although the study can be considered quantitative, the first step of qualitative analysis was applied for content analysis with NVivo QSR software, categorizing all posts (N = 192) into three categories.

The dissemination of branded content and corporate social responsibility, despite being different in each case, show in general an interaction and affective commitment with their stakeholders. In the specific case of Manolo Blahnik and Loewe, they have prioritized their content, in the context of the pandemic, in posts related to social welfare, happiness, mental and physical health care. There are significant differences in the interaction with their audience, which respond very favorably to both “Happiness” and “Health and safety” content.

This study reveals how corporate social responsibility can be achieved using efficient communications in social networks. In this way, the perception of the image of the sector and the reputation can be improved – both sectoral and organizational – which unquestionably translates into economic gains for the brands.

This study aims to test the role of branded content marketing on YouTube in brand building and explicates the mechanism through which brand content influences brand loyalty and purchase intentions.

This study uses a quantitative, Web-based, three-step randomized intervention design and recruits YouTube users through the Amazon Mechanical Turk (n = 925).

Post-intervention results (n = 596) show that consumers’ repeated exposure to branded content facilitates their social learning processes. Consumers derive value from the relevant content and subsequently form more favorable brand attitudes, greater brand loyalty and heightened purchase intentions. Brand loyalty mediates the effect of perceived brand content value on purchase intentions.

This study’s findings support the advantages of investing in the creation and dissemination of valuable brand content through a brand’s own social media channel(s). While informative content and entertaining content can both drive brand loyalty, high product-involvement brands are advised to emphasize on informative content to precipitate brand–consumer attachment. Low product-involvement brands, on the other hand, are advised to feature more enticing and captivating content to stimulate consumer devotion.

This study reveals the positive impact of branded content marketing within social media on consumers’ brand attitudes, brand loyalty and purchase intentions. It also explicates the mechanism through which content marketing influences brand evaluation and purchase intentions by coordinating consumer learning and value derivation.

The main objective of this study is to analyze content posted by automotive sector brands on their YouTube channels, identifying the use of a branded content format, the application of insights to creative conceptualization and the dissemination of messages related to messages' environmental commitment.

A descriptive study was conducted using qualitative content analysis as the methodological approach. The sample is made up of 691 videos posted on YouTube from September 2020 to August 2021 by the ten automotive brands with the biggest advertising budgets in Spain (InfoAdex, 2021).

The findings reveal a predominance of the advertorial format in content posted on YouTube by automotive sector brands, while the branded content format is less popular. Creative concepts based on insights are rare and limited to videos with an advertisement format. The theme of respect for the environment is used mainly in connection with the discourse on vehicle features and not so much as a commitment by the brand in response to consumer concerns or the changes that the automotive sector is undergoing.

The originality of the study lies in the approach it takes to content posted by automotive brands on YouTube. The paper's contribution is innovative in that the study monitors posts by brands in the sample on YouTube over the course of a year, rather than just during the specific periods when these brands run advertising campaigns.

Social media has become an inescapable part of our lives. However, recent research suggests that excessive use of social media may lead to fatigue and users’ disengagement. This study aims to examine which brand-related factors contribute to social media fatigue (SMF) and its subsequent role on driving lurking behaviors, particularly among young consumers.

Based on survey data from 282 young users of social media, a holistic model of brand-related drivers and outcomes of SMF was tested, emphasizing the contribution of brands’ social media presence to users’ disengagement.

Research shows that branded content overload and irrelevance, as well as branded ads intrusiveness significantly impact SMF, which in turn plays a mediating role between brand-related drivers and lurking behaviors. The authors further conclude that the impact of SMF on lurking is stronger for users who follow a larger set of brands.

The study contributes to social media research by addressing its “dark side” and empirically validating the role of brands’ social media presence in developing young users’ fatigue and disengagement. The study further adds to the scant literature on SMF, which was mostly developed outside the branding field. Research also provides valuable insights to brands on how to improve their social media performance.

The Food and Drink Federation carried out a survey in 1999 to clarify the usage and functionality of salt as an ingredient in UK manufactured branded food products. The results demonstrate the availability of a choice of labelled products, with a wide range of sodium content within product categories. Salt serves a variety of purposes in manufactured foods particularly as a preservative and flavouring. Many UK manufacturers have implemented recipe alterations to reduce the sodium content of their products or are keeping this possibility under review. In many product categories, there are constraints to reducing the sodium content of products, including detrimental effects on product safety, quality and consumer acceptance. The industry is responsive to consumer demand and is committed to providing nutrition labelling information about sodium content, when practicable, on the pack.

This paper aims to explore whether consumers' cognitive reactions to a branded product remain stable over time. In many created concepts, entity attributes are such that cognitive reactions to them change in a predictable manner by attraction to elements of novelty and typicality in the genre. By analysing products from a luxury vehicle brand, under the framework of a theoretical model of changing “affective content”, this paper seeks to explore whether brands behave similarly.

The study draws on research previously published into the changing nature of art, poetry, architecture and other artistic genres. Text from motoring press articles written contemporarily to the production of products of the brand, over the past 80 years, are analysed for constructs of affective content and the overall values expressed.

The results provide evidence that the attributes of some branded products produce cognitive conditions that cycle in a manner that is predictable, with change points corresponding to new product introductions.

Through understanding cognitive reactions to the branded product that may be discreetly deconstructable and anticipated, advantageous product attribute development can progress with some certainty. Further, new product launches can be timed to coincide with receptive consumer conditions supported by appropriate attribute emphasis.

This paper applies a theory, which has been proven to exist in a number of artistic genres, to the brand for the first time. Its contribution is twofold; firstly, to expand developing knowledge into the cognitive processing of the branded product; and secondly, to introduce an informative process to product and brand development activities.