Abstract
Content marketing has become a mainstream channel for brands to engage the market with value propositions. Through content, brands control, instigate and co-create value with its target audience. However, the nature of value propositions embedded within the cycle of content co-creation and their impact on eWOM outcomes has received scant attention from an empirical perspective. In this paper, we propose a value proposition-based framework around content marketing using established business perspectives. We employ bidirectional Twitter data from brands and customers to unearth descriptive, diagnostic and predictive insights into value propositions. Using a sample of marketer- and user-generated data from 10 Coffee (n(MGC) = 290, n(UGC) = 8811) and Car brands (n(MGC) = 635, n(UGC) = 7035) in 2018, a taxonomy of value propositions based on the literature was proposed and validated. The results of our study identify (a) descriptive insights explaining differentiation of brand value propositions, (b) diagnostic insights relating to consumer sentiments in response to the value proposition mix and (c) predictive insights of models predicting brand-specific values’ influencing Like, Share, Comment and Positive/Negative valence. Our results show that an effective social media marketing strategy selectively uses elements of the marketing mix (i.e. 4 P’s) within value propositions to attract favourable eWOM outcomes.
Highlights
The locus of control in digital media has shifted meaning making from marketer to consumer (Deighton and Kornfeld 2008)
This work posits that marketing messages contain a marketing mix of value propositions which can further development within marketing segmentation; in addition, we argue that value propositions embedded in social media messages influence eWOM outcomes
The last research questions (RQs) (RQ3 and RQ4) demonstrate the practical utility of scrutinising the link between value propositions embedded in marketer-generated content (MGC) and eWOM outcomes by developing statistical relationships between stimuli (MGC) and feedback, and these RQs ask: RQ3: Which brand value propositions predict shallow CE on Twitter?
Summary
The locus of control in digital media has shifted meaning making from marketer to consumer (Deighton and Kornfeld 2008). Today brands as luxurious as Gucci and transnational as Starbucks (Taecharungroj 2017) use social media to build a narrative (i.e. using content) to nurture relationships on the digital marketing stage. Content marketing is considered as a cornerstone to a brand’s marketing mix, with most brands utilising this approach to build relationships (Mangold and Faulds 2009). This form of marketing has been defined as the
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have