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Published in 2020 at "Journal of Media Business Studies"
DOI: 10.1080/16522354.2020.1783130
Abstract: ABSTRACT As content marketing becomes a viable approach to build brands and connect with consumers, this study assessed top brands’ content marketing strategy on branded YouTube channels via content analysis. Using a consumer engagement conceptual…
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Keywords:
marketing strategy;
content marketing;
strategy branded;
strategy ... See more keywords
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Published in 2019 at "Journal of Research in Interactive Marketing"
DOI: 10.1108/jrim-07-2018-0084
Abstract: The purpose of this paper is to investigate how the degree of investment and involvement attributed to specific product categories, affect content marketing plans and practices on the Web and social media.,This is a conceptual…
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Keywords:
classification;
marketing practices;
product;
content marketing ... See more keywords
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Published in 2023 at "Management Decision"
DOI: 10.1108/md-11-2022-1575
Abstract: PurposeThis study analyzes the effect of content marketing on women's happiness through eudaimonia and hedonism factors and the final result on desires and actions taken.Design/methodology/approachA total of 227 valid questionnaires were collected from women respondents.…
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Keywords:
women happiness;
effect content;
hedonism;
content marketing ... See more keywords
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Published in 2022 at "SAGE Open"
DOI: 10.1177/21582440221093042
Abstract: Notwithstanding the body of research on the characteristics and benefits of content marketing as a digital marketing strategy, evidence of how online consumer behavior is affected by digital brand content remains inconclusive. The current state…
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Keywords:
consumer behavior;
online consumer;
marketing;
content marketing ... See more keywords
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Published in 2020 at "Management Science Letters"
DOI: 10.5267/j.msl.2020.1.010
Abstract: Article history: Received: October 14, 2019 Received in revised format: November 29 2019 Accepted: January 15, 2020 Available online: January 15, 2020 The current paper was a quantitative study examining the mediating role of E-WOM…
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Keywords:
mediating role;
word mouth;
marketing green;
content marketing ... See more keywords