The second source of social media brand is the customers’ emotional connection to a brand and their need for enjoyable emotional experiences. These types of experiences are termed hedonic, meaning, that are engaged in by a customer and community for their own internal reasons. Often it is called the opposite of functional. In other words: for no other reason except for the enjoyment of the action itself.
Source 2 argues that customers communicate with brands in social media to alleviate personal problems or situations, to feel privileged and recognized by a brand, and to find fantasy and curiosity in brand experiences.
What is the role of the brand in customer acknowledgement? ...