| Form of Content | Details | Definition |
|---|---|---|
| Informational | Factual | Content that primarily conveys information centred around the company and/or its operations. |
| Educational | Content that primarily conveys useful information to consumers and only implicitly refers to the company. | |
| Entertaining | Behind-the-Scenes | Content that divulges internal brand information that is typically left out of the public’s eye. |
| Emotional | Content that evokes strong emotional responses among consumers including laughter, amusement, sadness, fear, shock, or polarisation. | |
| Visual | Content that relies solely on high quality imagery-based posts. | |
| Remunerative | Non-personalized rewarded-based | Content that uses gamification to promote engagement based on generic audience incentives. |
| Personalised reward-based | Content that uses gamification to promote engagement based on tailored to the audience | |
| Contextual | Topical | Content that incorporates trending or viral events and topics into the brand posts. |
| Celebrity | Content that refers to celebrities and influential people without an official endorsement in place. |
Source: Krowinska, A., & Dineva, D. (2025). The role and forms of social media branded content driving active customer engagement behaviours. Journal of marketing management, 41(9-10), 1030–1060. https://doi.org/10.1080/0267257x.2025.2544808
source: Krowinska, A., & Dineva, D. (2025). The role and forms of social media branded content driving active customer engagement behaviours. Journal of marketing management, 41(9-10), 1030–1060. https://doi.org/10.1080/0267257x.2025.2544808
| Factor | Item | Item |
|---|---|---|
| Self-identity | I think of myself as an up-to-date person because of the information in the brand-related post. | 因為看到這則貼文中的資訊，我覺得自己是一個跟得上潮流的人。 |
| I think of myself as a sophisticated person because I can relate with the models in the brand-related post. | 因為我能理解並認同這則貼文中品牌／內容創作者所呈現的形象，我覺得自己是一個有品味的人。 | |
| I think of myself as a rugged person because I like the adventure shown in the brand-related post. | 因為我喜歡這則貼文所呈現的冒險或不同於日常生活的情境，我覺得自己是一個勇於冒險的人。 | |
| I think of myself as a wise person because I can understand the message of the brand-related post. | 因為我能理解這則貼文所傳達的訊息，我覺得自己是一個有智慧的人。 | |
| Social bonding | The brand-related post made me feel more connected to others by watching the same post as they do. | 和其他人一起關注這類貼文，讓我覺得自己和他人之間更有連結。 |
| I like to give advice and tips based on what I saw in the brand-related post. | 我喜歡根據這則貼文中的內容，提供別人一些建議或小技巧。 | |
| I love to discuss the brand-related post with my friends and family. | 我喜歡和朋友或家人討論這則貼文。 | |
| The brand-related post helps me develop a personal relationship with others by discussing it with them. | 和他人討論這則貼文，可以幫助我和他們建立更緊密的關係。 | |
| The brand-related post keeps me in touch with people who share my interests. | 這則貼文能幫助我和有相同興趣的人保持聯繫。 | |
| Utilitarian | The brand-related post provides useful information about how safe it is to use the brand. | 這則貼文提供了有關品牌／內容創作者所介紹之產品／服務安全性的實用資訊。 |
| Watching brand-related post is a way to learn about the design of the product. | 觀看這則貼文，可以讓我了解品牌／內容創作者所介紹之產品／服務的設計特色。 | |
| The brand-related post provides beneficial information about the warranty/guarantee of the brand. | 這則貼文提供了有關品牌／內容創作者所介紹之產品／服務的保固、保障或相關權益資訊。 | |
| The brand-related post provides useful tips about the right way to use the product. | 這則貼文提供了有關如何正確使用品牌／內容創作者所介紹之產品／服務的實用資訊或技巧。 | |
| One can learn from the brand-related post about the durability of the components of the product. | 我可以從這則貼文中了解品牌／內容創作者所介紹之產品的耐用程度／服務品質的穩定程度。 | |
| The brand-related post shows me how the brand helps in saving time. | 這則貼文讓我了解品牌／內容創作者所介紹之產品／服務如何幫助我節省時間。 | |
| The brand-related post provides helpful information about how convenient it is to use the brand. | 這則貼文提供了有關品牌／內容創作者所介紹之產品／服務是否容易使用的實用資訊。 | |
| Humor | I find the brand-related post funny as it makes me smile. | 我覺得這則貼文很有趣，會讓我會心一笑。 |
| The brand-related post gets me out of boring moments through funny stories. | 當我感到無聊時，這則貼文中的有趣故事可以帶給我一些娛樂。 | |
| The brand-related post makes me say things in such a way as to make people laugh. | 這則貼文會讓我想到一些可以逗別人笑的說法。 | |
| The brand-related post lets me make jokes to entertain others. | 這則貼文會讓我想到一些可以娛樂他人的笑話。 | |
| Aesthetic | The scenery in the brand-related post makes it look attractive. | 這則貼文中的場景讓整體畫面看起來很吸引人。 |
| The colorful appearance of the brand-related post provides great delight. | 這則貼文豐富的色彩讓我感到愉悅。 | |
| The graphics in the brand-related post makes it look fascinating. | 這則貼文中的圖像設計讓整體畫面看起來很吸引人。 | |
| The visual clarity of the brand-related post makes it look delightful. | 這則貼文清楚的視覺呈現讓我感到賞心悅目。 | |
| The way a product is presented in the brand-related post makes it look attractive. | 這則貼文呈現品牌／內容創作者或其所介紹之產品／服務的方式，讓整體看起來很吸引人。 | |
| Awe-inspiring | I feel astonished at what I see in the brand-related post. | 這則貼文中的內容讓我感到驚訝。 |
| I feel impressed by what I see in the brand-related post. | 這則貼文中的內容讓我印象深刻。 | |
| I see marvelous things in the brand-related post. | 我在這則貼文中看到了一些令人驚嘆的內容。 | |
| I find wonderful things in the brand-related post. | 我覺得這則貼文中有許多很棒、令人讚嘆的內容。 | |
| Discerning | I use my intelligence to make sense of the brand-related post. | 我會運用自己的思考能力來理解這則貼文。 |
| I think thoroughly about the brand-related post to develop an understanding of it. | 我會仔細思考這則貼文所呈現的內容。 | |
| I use my knowledge to get an insight into the brand-related post. | 我會運用自己的知識來深入理解這則貼文。 | |
| I use my mind to make sense of the brand-related post. | 我會動腦思考，試著理解這則貼文的內容。 | |
| I use my intellect to interpret the brand-related post. | 我會運用自己的思考與判斷能力來解讀這則貼文。 | |
| I use my common sense to understand the brand-related post. | 我會運用常識來理解這則貼文。 |
Source: Waqas, M., Salleh, N. A. M., & Hamzah, Z. L. (2022). Branded Content Experience in Social Media: Conceptualization, Scale Development, and Validation. Journal of interactive marketing, 56(1), 106–120. https://doi.org/10.1016/j.intmar.2021.07.001