TO UNDERSTAND THE IMPACT OF HEDONIC CONTENT OF A BRAND SOCIAL MEDIA ACCOUNT ON FOLLOWER ENGAGEMENT

Abstract

The inclination of customers to interact with a brand through social media created the concept of customer engagement. Brand experiences help brands with customer satisfaction since consumers are hedonically motivated with the basic needs for sensory, emotional and social stimulation in which brand pages provide. Therefore, the aim of this study is to gain knowledge of understanding the impact of hedonic content in a brand social media account on active and passive participation of followers, and to know the oral impact of hedonic content on follower engagement. This study states that Saudi women have a strong following for beauty/make-up brands on social media accounts mainly because of the glamorous and catch posts and tutorials they get to see. Therefore, it is important to know the extent to which this hedonic content can actually influence follower engagement. A survey-based quantitative approach is used with Huda Beauty’s fan page followers to test the proposed hypothesis. The data was collected by distributing the online survey and analysis was made using two different correlation tests. The findings demonstrate a strong relationship exists between the impact of hedonic content in a brand social media account on both active and passive participation of followers. This study aims to come up with interesting insights that will be helpful of brand managers in planning effective social media marketing strategies.