Digital content marketing in geotourism: bridging online engagement and destination choice

Purpose: The research aims at a practical evaluation of the influence of digital content marketing in the system of brand management on the examples of small businesses, trading companies and territorial marketing. Methodology: To achieve the aim, the See-Think-Do-Care strategy was used, and a matrix of correlation of digital content and the object of realisation of digital content marketing in brand management was developed. Mathematical methods such as correlation analysis and regression analysis were used as well. Findings: The results of the study demonstrated that the type of digital content management is affected by the size and activity kind of the company, enterprise or organisation, which proves the necessity for diverse digital content. Correlation analysis enabled the proof of a tight correlation (0,98) between digital content marketing and brand management. A parameter indicating the influence of digital content marketing, was found to be expenses for digital content marketing. The parameter, illustrating the efficiency of brand management for small businesses and trading companies was determined to be average annual income, and for territorial marketing - number of tourists per year. Three types of models were built to determine the quantitative influence of digital marketing on brand management. The results of Model 1 have the most significant effect as the influence of digital content marketing on income increase, and thus, brand development amounts to from 8324 USD to 13571 USD. While talking about Model 2, income increase fluctuates from 3030 USD to 3600 USD per year. Evaluation results on Model 3 illustrate the insignificant influence of digital content marketing on income and brand management. Originality: In further studies, it is proposed to divide small businesses based on activity kinds and study digital content marketing in brand management depending on activity kinds.

Customer loyalty is often seen as one of the decisive factors in determining the fate of organizations. In the age of digitization, organizations should think of advanced strategies to increase their competitiveness and market share by employing the potential of digital content and enhancing their digital capabilities. Recently, many digital media have appeared available to organizations to build their brand, reach their target customers and retain them, and promote their products. Digital media represented a real revolution that made it difficult for organizations to survive in the business environment without investing in these means. Therefore, the aim of the study is twofold: 1) to explore the effects of digital content marketing and digital marketing capabilities on digital marketing success; 2) to investigate the impact of digital marketing success on customer loyalty. This research was conducted on a sample of online restaurant customers through a questionnaire distributed to 187 customers. IBM SPSS 25.0 and AMOS 22.0 were used as the main programs for analysing the collected data from 165 online restaurant customers. Structural equation modelling was applied to test the research’s hypothesized effects. The results indicated that digital content marketing and digital marketing capabilities had significant effects on digital marketing success based on the perspectives of online restaurant customers in Jordan. Moreover, digital marketing success substantially impacted customer loyalty of online restaurant customers in Jordan. It was concluded that for organizations to ensure a positive effect of digital marketing on customer loyalty, more attention should be paid to critical factors such as digital content and digital capabilities. The study calls for researchers to explore more factors affecting the success of digital marketing. It informs marketing managers that customer loyalty in the digitization era depends on the ability to create, communicate and deliver digital content using digital technologies and the quality of digital content and capabilities that deliver customer value.

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.

This study investigates how millennials respond to digital content marketing in the tourism industry. The measurement is based on the respondent's emotional and cognitive engagement with the presented content. People generally use social media for tourism purposes, and it quickly changes customer behavior when traveling in the digital era. Traditional content marketing has now turned into digital content marketing. The more people view digital content, the more it affects customer engagement. It is critical to investigate how social media marketing can promote destinations in Indonesia, particularly as the country attempts to improve its tourism industry, which is currently suffering significant losses due to the pandemic. Digital content marketing on social media often facilitates customer engagement, but none of these trends has been thoroughly studied. There is a need for recommendations for tourism organizations. Also, customer engagement is widely discussed in education, psychology, and work, but it is still rare to find a more detailed discussion in the marketing field. This study conducted a pre-experimental survey with 132 respondents and applied Structural Equation Modelling to test the extent of customer engagement. The results show that digital content marketing has the most substantial influence on emotional engagement, and cognitive engagement has the most influence on planning trip behaviors. This study can contribute to digital content marketing concepts, consumer engagement, and tourism-related literature.

All visual, written and auditory contents designed according to the benefit of the consumers enable consumers to build a link between brand and product and therefore informative content regarding brand, business, product and services about the brand and the businesses themselves through digital channels can be defined as digital content marketing. Accordingly, companies are striving to create an effective and reliable content on the internet in order to gain new customers and secure existing ones. In this context, influencing consumers with content marketing is the main objective. The consumers realizing the content become the customer with the positive effect from the content. With the created content, customer satisfaction level is believed to increase as well. In the theoretical part of the study, a detailed review of the literature was presented concerning the definition of content and digital content marketing concepts, customer satisfaction factor in digital content marketing and its importance. In the administration of the study, 3rd and 4th grade students studying in Business Administration in Suleyman Demirel University located in Isparta were used as samples and an analysis of the questions belonging to content marketing perception and the customer satisfaction scales in content marketing were conducted. According to the results of the research, it is seen that the accurate and reliable content created by businesses builds high satisfaction on customers. In addition, despite the low awareness of the concept of content marketing, consumers consider features of content marketing as a key element in meeting demands and needs they require. As a result, it is understood that digital content marketing has a high significant impact on consumers, and it is thus a marketing type which needs to be focused on meticulously by brands or companies. The creation of customer loyalty with traditional marketing methods is rather difficult; however, understanding the customer, eliminating his/her needs and communicating with him/her become possible with the usage of digital content marketing. Because the aim is not to sell in digital content marketing but to stay in touch with frequent and potential customers.

This study examines how CapCom, a company in the Japanese video game industry, increased its sales through digital content marketing. Japan is one of the countries that has strength in the global economy in various aspects of the economy, one of which is the video game industry. The video game industry in Japan has gone through several periods ranging from the arcade era to the handheld era. CapCom is one of the Japanese companies engaged in the video game industry. The company focuses its business on digital content marketing. This is also CapCom's effort to increase its sales. This research uses Castells' theory of network society and Koiso and Kanttila's concept of digital content marketing with a leatherative research method and document analysis obtained from online sources. Based on the analysis of data collected from various sources, CapCom's effort to increase its sales through digital content marketing is by utilizing global networks for various marketing purposes. Then, CapCom also tends to emphasize value-added services by offering DLC (downloadable content) on its digital content to increase sales and consumer loyalty to the company.

PurposeThis study attempts to enrich the digital content marketing (DCM) literature by identifying consumer-based DCM consumption motives and the preferable content dissemination platforms and formats to fulfil these motives exclusively in the context of beauty brands.Design/methodology/approachThematic analysis has been used as the qualitative technique for the study. In-depth interviews in a semi-structured format were conducted with 30 consumers who were mandated to be active followers of at least one beauty content creator on digital/social media platforms. Utilising NVivo 11.0, transcripts were analysed.FindingsThe findings reveal seven consumer-based DCM consumption motives: authenticity, economic, exploration, functional, hedonic, suitability and purchase decision. Further, the findings also demonstrate the most preferred content dissemination platforms and formats, namely digital channels of content creators, customers' reviews and social media (Instagram and YouTube) to fulfil these motives.Research limitations/implicationsThe study advances the existing literature by exploring novel consumer-based DCM consumption motives postulated as “antecedents to digital content marketing”. Moreover, it also enriches practical knowledge as the efficient and effective application of the research findings can prove fruitful to beauty brands employing DCM as the primary marketing tool.Originality/valueThis study makes a distinctive contribution by promoting work on unexplored areas of digital content marketing. It proposes content strategies for beauty brands and digital content creators to augment the digital content creation, dissemination and evaluation process. Furthermore, it also outlines the research topics that future scholars can focus on to advance the DCM literature.

With the rapid development of the Internet and digital technology, content marketing strategy has become increasingly important in the field of digital marketing. However, there is insufficient research on how a brands digital content marketing affects consumers purchase intention, especially among emerging brands. In this study, the SHEIN brand was used as a reference. Through a comprehensive literature review and in-depth case analysis, this research systematically explores its core digital content marketing strategy and reveals the core elements of its success. The research results show that SHEINs user-generated content (UGC) strategy in digital content marketing, especially social media marketing, encourages consumers to independently shoot and write SHEIN product content, thereby increasing new consumers product recognition and thus influencing consumers purchases. This strategy not only deepens consumers' positive impression and awareness of the SHEIN brand but also significantly enhances their purchase intentions. Through this analysis, brands can effectively attract and retain customers by articulating their core values and developing precise digital content marketing strategies accordingly. This research provides valuable insights into how brands can build and implement effective content marketing strategies in the digital age, especially in terms of how to attract and retain younger consumers. At the same time, the companies should also realize that with the continuous advancement of technology, future digital content marketing strategies will continue to evolve, and brands need to maintain keen insights and constantly adapt to new market environments and consumer needs.

Despite the importance and the numerous benefits of sales-marketing integration, a significant gap between sales and marketing still exists. The literature has recently suggested that digital content marketing (DCM) might play a role in the sales-marketing integration in B2B companies. Notwithstanding the growing academic interest on DCM and its potential for the sales-marketing integration, we lack a thorough understanding of how the implementation of a DCM strategy triggers the mechanisms behind such an integration. We conduct a single case study to investigate the role of a DCM strategy in a B2B SME. The findings indicate that the DCM strategy enhances information sharing, structural linkages, customer orientation and power mechanisms. In doing so, we contribute to the literature by showing that a DCM strategy can effectively play a supporting role in the sales-marketing integration.

One of the impacts caused by the Covid-19 pandemic is the limited interaction of the community in various activities, including business activities, causing Indonesia to experience a 0.1% decline in economic growth in 2020, and more than 50% of Small and Medium Enterprises have become victims. However, the limited interaction in business activities is not a major problem for the millennial generation. They have sufficient skills and knowledge in utilizing technology to carry out their business activities. The method used today is marketing through digital content which is known as digital content marketing. Many business people have started to switch to modern marketing based on digital technology because it is considered more effective and can be done in various situations and conditions, including during the Covid-19 pandemic. This study aims to examine the role of digital content marketing towards the efforts made by millennial entrepreneurs in Kupang City during the Covid-19 pandemic. The method used in this research is descriptive qualitative in order to obtain data and facts related to the research problem directly. Through the results and discussion, it was concluded that digital content marketing plays an important role in creating cost-effective promotions, increasing sales, communication media and effective and up to date marketing information. Digital content marketing plays a role in building brand awareness and consumer loyalty, being a means of developing creativity and knowledge of business actors in utilizing technology for business, and creating competitive advantages for millennial entrepreneurs in Kupang City.
 Keywords: Digital Content Marketing, Entrepreneurship, Millennial Generation

One of the impacts of the increasing growth of the internet is social media. Indonesia is the country with the fourth most Instagram users in the world, due to this and also the rapid growth of the internet, it offers a promising place for eWOM. That through Digital Content Marketing by KOL, can build brand awareness and increase the exposure of Co-Working Space.The method used in this research is a quantitative descriptive method. The research location was carried out at 2 Co-Working Spaces in Lampung Province, Indonesia. The tests that will be carried out in this research include the Validity Test, Reliability Test, Multiple Linear Regression Test, T-Test, and F-Test which will be assisted using SPSS software version 25. Researchers collected data on 50 Instagram users. Digital Content Marketing by the KOL Community on Instagram social media has a greater influence on the Decision to Use Co-Working Space, compared to the influence of eWOM. Electronic Word of Mouth on Instagram social media influences the decision to use co-working space. Even though it has a second influence.The findings in this research show that Digital Content Marketing by the KOL Community on Instagram social media influences the Decision to Use Co-Working Space in Lampung Province, Indonesia and eWOM by the KOL Community on Instagram social media influences the Decision to Use Co-Working Space in Lampung Province, Indonesia. Simultaneous hypothesis testing show that Digital Content Marketing and eWOM by the KOL Community influenced the decision to use co-working space in Lampung Province, Indonesia.

In the middle of customers' growing mistrust of traditional advertising, firms need extremely efficient substitutes for traditional marketing communications. Under these circumstances, digital content marketing (DCM) is gaining prominence on a worldwide scale and is rapidly being recognized as a crucial element in organizations' marketing plans, serving as a supplementary tool to traditional marketing methods. Digital content marketing involves the forming and dissemination of interesting, pertinent, and captivating material by organizations to their intended audience using digital platforms. The research aims to see beyond the notion on marketing using qualitative method by examining the discourse and content of Rabbithole.id's digital material. It focuses specifically on the personal customer experience approach, which has gotten little attention from communication and marketing academics too far. The result finds that DCM is critical in attracting customers, as seen by Rabbithole.id's creation of emotionally resonant material that uses brilliant colors and contains wisdom, factual information, and positive affirmations. Furthermore, we anticipate that each comment will get a response, recognition, and the incorporation of engaging components to increase their audiences. The results also show that periodically analyzing the importance of digital content marketing while utilizing the data gathered to improve content offerings has a favorable impact on content marketing efficacy. Findings and results have the potential to make significant theoretical advances in digital content marketing academically and to increase practitioners' abilities to maximize the design and execution of digital content marketing campaigns. Keyword:social media content, digital contentmarketing, personal customerexperience, Instagram

PurposeDue to the high penetration of social media and mobile devices in the recent decade, especially with the coronavirus, digital media tools have become a priority for marketing managers. Digital content marketing (DCM) is one of the crucial ingredients of the digital marketing strategy of businesses, which proposes value to the audience through brand-related and relevant content. The tourism industry is also trapped in the digital wave and has witnessed fundamental changes in how customers communicate. The growth of investment in DCM in this industry to introduce tourist attractions and acquire tourists calls for more research to explore multiple aspects of these initiatives' implementation. Despite the importance of DCM, there is no clear understanding of its implementation's various components. Therefore, the primary goal of the current study is to design a new comprehensive framework of DCM implementation that integrates its antecedents, process, and consequences in the tourism industry.Design/methodology/approachThe mixed method was applied to achieve the research goal. The initial criteria and main components of the framework were identified with a comprehensive literature review to develop the framework. To enrich the initial criteria, some semi-structured interviews with experts were conducted; then, the extracted criteria and sub-criteria were prioritized and weighted using the quantitative best-worst method (BWM).FindingsThe results indicate that the proposed integrated framework contains three categories of antecedents, processes, and consequences and 12 main concepts. The weights and ranks of the extracted concepts and their sub-criteria are calculated using BWM.Research limitations/implicationsThe proposed framework helps managers have a big picture of the DCM strategy to successfully implement and consider the multiple dimensions of such initiatives. The proposed framework provides actionable insight for digital marketing decision-makers to manage such projects effectively and plan appropriate actions for progress.Originality/valueA review of content marketing reveals that there are few studies conducted that integrate the components of the DCM implementation process, including antecedents, process, and consequences. This research is one of the first in the field of DCM implementation in the tourism industry to fill this theoretical gap. The main contribution of this research is to design a new integrated framework for DCM implementation that offers a holistic view of antecedents, process, and consequences.

This study examines the relationships between digital content marketing, technology innovation, and consumer buying decisions in the context of online shopping in Saudi Arabia. The study aims to determine how digital content marketing influences technology innovation and buying decisions, as well as the mediating role of technology innovation. A cross-sectional research design was employed, collecting data from 341 individuals with online shopping experience through convenience sampling. Structural equation modeling (SEM) was used to analyze the direct and indirect effects among the study constructs. The results indicate that digital content marketing significantly influences technology innovation and directly impacts consumer buying decisions. Additionally, technology innovation serves as a mediator, strengthening the effect of digital content marketing on buying decisions. The study underscores the importance of integrating digital content marketing with technology-driven innovations to enhance consumer engagement and drive purchasing behavior. The findings provide actionable insights for marketers seeking to optimize digital marketing strategies and leverage technological innovations to align with consumer preferences, ultimately improving online shopping experiences in Saudi Arabia.

This article argues that as the importance of digital content to business and society grows it is important seek a holistic perspective on the definition and nature of digital content marketing (DCM). Along the journey it becomes evident that a recurrent theme in DCM is customer value, and this leads into the second major contribution of the article, an exploration of the notion of customer value in digital content marketplaces. Digital content is defined as: 'bit-based objects distributed through electronic channels'. A structured analysis is conducted on the basis of a set of questions in order to surface some of the unique characteristics of digital content marketing. The analysis is informed by a literature review, and the exploration of numerous web sites which deliver different types of digital content. The conclusion summarises the unique characteristics of digital content, and associated consequences for digital content marketing. It focuses on the impact of the difficulty in developing a notion of 'value' in the context of digital content, and its consequences for value chain structures, pricing strategies, marketing communications and branding, and licensing and digital rights management. In addition, the customer's experience of digital content is influenced by all stakeholders in the value chain as well as requiring the customer to participate in learning and co-creation of the experience. The potential of the 'value-in-use' notion of customer value as a basis for ensuring that consumers are fully engaged as stakeholders in the content economy is discussed. On this basis recommendations for practice and further research are developed.