LAUSR

Content marketing strategy of branded YouTube channels

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0 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… read more here.

Keywords: marketing strategy; content marketing; strategy branded; strategy ... See more keywords

Revisiting product classification to examine content marketing practices

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0 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… read more here.

Keywords: classification; marketing practices; product; content marketing ... See more keywords

Women's happiness and brand content marketing

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3 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.… read more here.

Keywords: women happiness; effect content; hedonism; content marketing ... See more keywords

A Scoping Review of the Effect of Content Marketing on Online Consumer Behavior

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2 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… read more here.

Keywords: consumer behavior; online consumer; marketing; content marketing ... See more keywords

The mediating role of e-word of mouth on the relationship between content marketing and green purchase intention

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2 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… read more here.

Keywords: mediating role; word mouth; marketing green; content marketing ... See more keywords