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Book part
Publication date: 18 October 2019

Lee Wilson

Abstract

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30-Minute Website Marketing
Type: Book
ISBN: 978-1-83867-078-8

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Data-driven Marketing Content
Type: Book
ISBN: 978-1-78973-818-6

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Article
Publication date: 15 June 2021

Ai-Zhong He, Yi Cai, Ling Cai and Yu Zhang

This paper studies the relationships among consumers’ perceptions of brand personality, consumers’ brand attitudes and brand-owned social media content marketing (SMCM)…

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1039

Abstract

Purpose

This paper studies the relationships among consumers’ perceptions of brand personality, consumers’ brand attitudes and brand-owned social media content marketing (SMCM). The moderating effect of the brand content relevancy was also assessed.

Design/methodology/approach

A conceptual model was established and examined using two experiments with a total of 363 participants. Hierarchical regression analysis and an analysis of variance were performed to test seven research hypotheses.

Findings

Results show that the three forms of brand-owned SMCM, namely: conversation, storytelling and customer interaction and participation, are positively correlated with consumers’ brand personality perceptions and brand attitudes. Also, consumers’ perceptions of brand personality can partially mediate the relationship between brand-owned content marketing and consumers’ brand attitudes. Furthermore, the brand content relevancy does not show a moderating effect on the relationship between content marketing and consumers’ brand personality perceptions or brand attitudes.

Originality/value

First, a framework was established to delineate those paths by which owned social media content marketing (OSMCM) influences consumers’ attitudes towards a brand. Second, the study demonstrates the importance of conversation as a powerful method of OSMCM. Third, with respect to content in marketing strategies, firms do not need to confine themselves to a narrow scope of content or information that is closely related to the brands alone.

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Journal of Research in Interactive Marketing, vol. 15 no. 3
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 22 October 2020

June-Hyuk Kwon, Seung-Hye Jung, Hyun-Ju Choi and Joonho Kim

This study aims to empirically analyze the effects of marketing communications, such as advertisement/promotion and social network service (SNS) content, on consumer…

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1679

Abstract

Purpose

This study aims to empirically analyze the effects of marketing communications, such as advertisement/promotion and social network service (SNS) content, on consumer engagement (CE), brand trust and brand loyalty.

Design/methodology/approach

The study’s participants were 230 US and 376 Korean consumers who have used (i.e. contacted) a food service establishment (i.e. family restaurant) at least once before and who continue to use an SNS (e.g. Facebook and Instagram). This study conducted a hypothesis test using structural equation modeling analysis. In addition, hierarchical analysis was performed to further generalize and support the statistical analysis results.

Findings

Advertisement/promotion and SNS content have a statistically significant positive effect on CE. Advertisement/promotion has a statistically significant positive effect on brand trust, and SNS content has a statistically significant negative effect on brand trust. CE has a statistically significant positive effect on brand trust, and CE and brand trust have a statistically significant positive effect on brand loyalty. No statistically significant differences were shown between the US and Korean consumer groups (critical ratios for difference of path coefficient < ± 1.96). The hypothesis test results of the structural equation model analysis and hierarchical analysis were the same for the entire group.

Originality/value

The findings indicate that the overall mediating role of CE is important. To the best of the authors’ knowledge, this is the first study to investigate which marketing communication channels are most effective in the restaurant sector.

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Article
Publication date: 18 May 2020

Shahrzad Yaghtin, Hossein Safarzadeh and Mehdi Karimi Zand

The main objective of this study is identification of the key factors in planning digital content marketing (DCM) strategy in line with the corporate's main marketing

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2285

Abstract

Purpose

The main objective of this study is identification of the key factors in planning digital content marketing (DCM) strategy in line with the corporate's main marketing objectives in the B2B sector.

Design/methodology/approach

In order to identify the different content types and their corresponding marketing goals, content analysis method was served to analyze the content of Instagram pages of 24 top-ranked corporates from three different industries. SPSS version 22 was used to investigate the significant difference levels and the mean ranks of identified content types.

Findings

The findings uncovered the twelve content types which are commonly published by the corporates in line with their main marketing goals in the B2B sector. Furthermore, the results revealed the most valuable content types from the B2B audiences' viewpoint and the most efficient content types in persuading audiences to participate in conversations.

Research limitations/implications

This study sheds some light on the ambiguous facets of DCM in the B2B sector, and its findings is useful as the starting point for the scholars who intend to investigate the various aspects of DCM and for the practitioners who work in the related fields.

Originality/value

This research offers a novel contribution to using Instagram as a DCM platform in the B2B sector. Also it contributes to identifying the main factors in communicating to B2B audiences through DCM.

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Article
Publication date: 3 November 2020

Ernest Emeka Izogo and Mercy Mpinganjira

Although previous research emphasized the importance of inspiration in influencing consumer behavior, there is no categorical response to how social-media inspirational…

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1217

Abstract

Purpose

Although previous research emphasized the importance of inspiration in influencing consumer behavior, there is no categorical response to how social-media inspirational content inspires consumers across cultures. This paper aims to take on this agenda through a vignette experimental study.

Design/methodology/approach

This paper devised a vignette study involving subjects (n = 370) recruited from Nigeria and South Africa. The structural equation modeling procedure, analysis of variance (ANOVA) and regression analysis aided the examination of the scale psychometrics and hypotheses testing.

Findings

Among other findings, this study shows that: inspirational content (utilitarian vs hedonic) exerts a positive differential effect on customer inspiration (CI) such that the effect of hedonic content is more pronounced than utilitarian content; collectivistic consumers are inspired more than individualists; CI triggers customer engagement behaviors (CEBs) and purchase intention, and an inspired-to component of CI mediates the effect of inspired-by on CEBs and purchase intention.

Research limitations/implications

While this study makes significant contributions to knowledge on CI, the focus on firm-generated content limits the scope of this study. Future research should examine the effect of consumer-generated content on CI. Additionally, the likely contextual influence of product type on CI and its triggers in the context of the foote, cone and belding grid creates the room to further interrogate the research model under conditions of high/low involvement products.

Originality/value

By showing how social-media inspirational content and cultural orientation separately influence and interact to influence CI which consequently triggers CEBs and purchase intention, the findings highlight the psychological mechanisms through which CEBs and purchase intention can be simultaneously triggered.

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Article
Publication date: 29 November 2018

Gert Human, Benedikt Hirschfelder and Jacques Nel

The benefits and problems associated with firm-generated content (FGC) as a key driver of sponsorship effectiveness demand more research attention. Accordingly, the…

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1532

Abstract

Purpose

The benefits and problems associated with firm-generated content (FGC) as a key driver of sponsorship effectiveness demand more research attention. Accordingly, the purpose of this paper is to consider the effect of content marketing on sponsorship-response favorability in the South African energy drink market.

Design/methodology/approach

It is theorized that in an FGC environment, sponsor factors, sponsorship factors and event factors drive sponsorship favorability. This notion is tested using a structural equations model among 18- to 35-year-olds.

Findings

The results show acceptable model fit and confirm the usefulness of understanding the effects of content marketing on sponsorship favorability. The authors also offer directions for future research.

Practical implications

The results suggest that FGC which is well-designed, packaged and presented can enhance the views of individuals regarding a sponsor – even if the brand operates in a background position as opposed to the conventional foreground position common in promotional material.

Originality/value

The current study considers content marketing in contexts that have largely been avoided so far, or have only featured on a very limited scale in the literature. This study was conducted in an emerging market, business-to-consumer and sponsorship context for the application of a content marketing strategy.

Details

International Journal of Emerging Markets, vol. 13 no. 5
Type: Research Article
ISSN: 1746-8809

Keywords

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Article
Publication date: 7 October 2014

Geraint Holliman and Jennifer Rowley

This paper aims to draw attention to the emerging phenomenon of business to business (B2B) digital content marketing, offers a range of insights and reflections on good…

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45440

Abstract

Purpose

This paper aims to draw attention to the emerging phenomenon of business to business (B2B) digital content marketing, offers a range of insights and reflections on good practice and contributes to theoretical understanding of the role of digital content in marketing. B2B digital content marketing is an inbound marketing technique and hence offers a solution to the declining effectiveness of traditional interruptive marketing techniques.

Design/methodology/approach

Semi-structured interviews were conducted with 15 key informants involved in B2B content marketing in the USA, UK and France, in five industry sectors.

Findings

B2B digital content marketing is an inbound marketing technique, effected through web page, social media and value-add content, and is perceived to be a useful tool for achieving and sustaining trusted brand status. Creating content that is valuable to B2B audiences requires brands to take a “publishing” approach, which involves developing an understanding of the audience’s information needs, and their purchase consideration cycle. Valuable content is described as being useful, relevant, compelling and timely. Content marketing requires a cultural change from “selling” to “helping”, which in turn requires different marketing objectives, tactics, metrics and skills to those associated with more traditional marketing approaches. The article concludes with a theoretical discussion on the role of digital content in marketing, thereby contextualising the findings from this study within a broader exploration of the role of digital content in marketing and relational exchanges.

Originality/value

As the first research study to explore the use of digital content marketing in B2B contexts, this research positions digital content marketing with regard to prior theory, and provides both an agenda for further research, and suggestions for practice.

Details

Journal of Research in Interactive Marketing, vol. 8 no. 4
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 23 August 2019

Nader Seyyedamiri and Ladan Tajrobehkar

The purpose of this paper is to investigate the impact of social content marketing in social media on the effectiveness of the new product development process of high-tech…

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2216

Abstract

Purpose

The purpose of this paper is to investigate the impact of social content marketing in social media on the effectiveness of the new product development process of high-tech companies with regard to the e-trust as a mediator between content and effectiveness.

Design/methodology/approach

For this study, a descriptive research method has been adopted. Data were collected through a questionnaire. In total, 430 questionnaires were distributed among professionals and managers working in R&D, marketing, sales and strategic departments of firms affiliated with ICT Guild Organization in September 2017. Of this number, 384 complete questionnaires were included in the study. Data were analyzed using structural equation method by Smart PLS software.

Findings

Findings show that although social content marketing and e-trust influenced the effectiveness of the product development process, e-trust did not play a mediating role in the relationship between social content marketing and effectiveness of product development process in high-tech companies.

Practical implications

High-tech companies, drawing on the results of this research, can utilize the component of social content marketing in social and mobile media and content publication through e-commerce, social and mobile media and m-commerce while analyzing user-generated content to identify user demands and achieve the proper idea generation. At the time of commercializing, by educating and informing customers, they mitigate fears and risks. This will lead to increasing the effectiveness of the product development process, market share and achieving revenue goals.

Originality/value

This study investigates the social content marketing role in product development process in high-tech companies and tests the model in the context of the Tehran IT industries. The result of this study provides a reference for managers of high-tech companies and helps them lower the failure rate of product development.

Details

International Journal of Emerging Markets, vol. 16 no. 1
Type: Research Article
ISSN: 1746-8809

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Article
Publication date: 29 May 2019

Chen Lou, Quan Xie, Yang Feng and Wonkyung Kim

This study aims to test the role of branded content marketing on YouTube in brand building and explicates the mechanism through which brand content influences brand…

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3110

Abstract

Purpose

This study aims to test the role of branded content marketing on YouTube in brand building and explicates the mechanism through which brand content influences brand loyalty and purchase intentions.

Design/methodology/approach

This study uses a quantitative, Web-based, three-step randomized intervention design and recruits YouTube users through the Amazon Mechanical Turk (n = 925).

Findings

Post-intervention results (n = 596) show that consumers’ repeated exposure to branded content facilitates their social learning processes. Consumers derive value from the relevant content and subsequently form more favorable brand attitudes, greater brand loyalty and heightened purchase intentions. Brand loyalty mediates the effect of perceived brand content value on purchase intentions.

Practical implications

This study’s findings support the advantages of investing in the creation and dissemination of valuable brand content through a brand’s own social media channel(s). While informative content and entertaining content can both drive brand loyalty, high product-involvement brands are advised to emphasize on informative content to precipitate brand–consumer attachment. Low product-involvement brands, on the other hand, are advised to feature more enticing and captivating content to stimulate consumer devotion.

Originality/value

This study reveals the positive impact of branded content marketing within social media on consumers’ brand attitudes, brand loyalty and purchase intentions. It also explicates the mechanism through which content marketing influences brand evaluation and purchase intentions by coordinating consumer learning and value derivation.

Details

Journal of Product & Brand Management, vol. 28 no. 7
Type: Research Article
ISSN: 1061-0421

Keywords

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