The effect of content marketing on sponsorship favorability

Abstract

PurposeThe 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/approachIt 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.FindingsThe 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 implicationsThe 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/valueThe 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.