What Triggers Customer Curiosity? Exploring the Role of Branded Content Experience Design on Customer Response

Various branded content is developed on social media; however, not all branded content stimulates customer curiosity. Based on the uses and gratification theory as a theoretical background, this paper investigates antecedents and outcomes of customer curiosity on social media. Using a self-administered, online survey, data were collected from customers who used hotel social media platforms within the previous 12 months. Results identified that utilitarian, social bonding, and aesthetic branded content experiences positively influenced customers’ curiosity, which then influenced customers’ brand engagement and purchase intentions. Results of this study contribute to branded content, customer curiosity, and experience design literature. Results also provide suggestions to industry practitioners by exploring the role of branded content experiences on customers’ emotional and behavioral responses.