Keeping them hooked: exploring the facets and implications of users’ content interaction experience with brands’ social media

Using a mixed methods design, this research unpacks the key facets of customers’ content interaction experience (CIX) with brands’ social media content (richness, originality, accessibility, information quality, creativity, and relevance), and the implications of CIX on customers’ outward behaviors toward brands’ social media efforts. CIX significantly impacts continued usage of brands’ social media pages, content sharing, but not customer’s adoption of promoted offerings. These findings underscore the critical facets for nurturing meaningful CIX on social media platforms to enhance long-term brand engagement.