Content Marketing Research Articles

Online Reviews Significantly Drive TikTok Purchases in Indonesia

This study examines the influence of content marketing, brand image, and online consumer reviews on purchasing decisions on TikTok Shop. Using a quantitative approach with 96 respondents from Sidoarjo, data were collected via a structured questionnaire and analyzed using multiple linear regression. Results indicate that all three factors positively impact purchasing decisions, with online consumer reviews being the most significant. These findings suggest that enhancing content marketing, building a strong brand image, and encouraging positive reviews are crucial for driving consumer purchases on TikTok Shop. Highlight: Significant Impact: All variables influence TikTok Shop purchases. Dominant Factor: Online reviews most affect purchasing decisions. Quantitative Study: Analysis of 96 respondents from Sidoarjo. Keyword: Content Marketing, Brand Image, Online Reviews, TikTok Shop, Consumer Behavior

The Influence of Content Marketing and E-Wom On Social Media On Purchasing Decisions at Kopi Roemah Kesambi

The Influence of Content Marketing and E-Wom On Social Media On Purchasing Decisions at Kopi Roemah Kesambi

Assessing the Impact of Digital Celebrities and Content Marketing on TikTok's Impulse Purchases in Lampang, Thailand

Assessing the Impact of Digital Celebrities and Content Marketing on TikTok's Impulse Purchases in Lampang, Thailand

Proposed Content Marketing Strategy Improvement of Leap-Telkom Digital to Increase Brand Awareness

With the movement of IndiHome as the previous main product of Telkom Indonesia to Telkomsel, Telkom Indonesia is currently struggling with enhancing their digital products performance. Telkom implements its transformation from telecommunication to digital telecommunication state-owned enterprise. With that, Telkom wants to focus on enhancing its digital products. However, in its implementation, Leap faces the effort of increasing its brand awareness. Based on the author’s findings from initial survey, the potential target customers are still not familiar with Leap nor Telkom’s digital products. Moreover, this problem is also supported by the previous performance of Leap’s website from its total users and engagement. The spread of Telkom’s digital products knowledge to internal Telkom employees is also not distributed equally. With this, the author conducts research to improve Leap-Telkom Digital in hopes of improving its brand awareness. The research is using Gap analysis, Brand Building Blocks, Customer-Based Brand Equity (CBBE) pyramid, and internal interview to find the deeper problem of what’s causing low brand awareness of Leap. And then, using theory of Integrated Marketing Communication (IMC), as well as weighting and rating method, the author proposed a Content Marketing strategy to help Leap improving their website traffic and impression performance. With the result of both IMC and weighting rating method, the author proposed content marketing implementation plan for Search Engine Optimization (SEO), Social Media, and Email Marketing.

Analisis Konten Tiktok @Iben_Ma sebagai Strategi Pemasaran Sambal Bakar

This research is a synthesis of various sources of information, including research journals, articles, books and TikTok content from the @iben_ma account. The main focus of the research is on the concept of Marketing Strategy, utilization of the TikTok platform and Content Marketing strategy. By combining data from various sources, this research aims to provide a comprehensive understanding of the use of TikTok as an effective marketing tool, especially in the context of marketing products such as Indonesian Sambal Bakar which is promoted by the owner directly @iben_ma. The research results show that the promotional strategy used by @iben_ma on TikTok for Sambal Bakar Indonesia was successful in increasing brand awareness, building positive consumer perceptions, and strengthening relationships with the audience.

Electronic Marketing Strategies and Customer Satisfaction of Commercial Banks in Port Harcourt, Rivers State

The study examined the relationship between Electronic Marketing Strategies and Customer Satisfaction of commercial banks in Port Harcourt, Rivers State. The study adopted the correlation survey research design. The target population of this study comprised of 21 registered commercial banks in Port Harcourt, Rivers State gotten through the Central Bank of Nigeria. Given a population of 21 banks which is less than thirty (30), the study adopted a census approach and undertook a study of the entire 21 banks with a focus on the staff (ICT personnel, Service Managers and Business Development Managers). To generate data for the study, sixty-three (63) copies of the questionnaire were given to the twenty-one (21) registered Banks in the frame of three (3) copies per bank. The questionnaire was structured on a four (4) point Likert scale. The data collected through the questionnaire were analysed using Pearson Product Moment Correlation. From the bivariate analysis carried out, it was discovered that electronic marketing strategies showed a significant relationship with customer satisfaction of commercial banks in Port Harcourt, Rivers State. It was revealed that content marketing showed a very strong and significant relationship with customer retention of commercial banks in Port Harcourt, Rivers State. Also, e-mail marketing showed a moderate and significant relationship with customer retention of commercial banks in Port Harcourt, Rivers State. The study concludes that electronic marketing strategies are significant predictors of customer satisfaction of commercial banks in Port Harcourt, Rivers State. The study recommends that banks should create content on various social media platforms as this would increase customer retention and they should adopt e-mail marketing in reaching out to customers. This would increase customer patronage and retention.

Scroll, Stop, Shop: Decoding impulsive buying in social commerce

Technological advancements within social commerce platforms, such as “action buttons” on Facebook or Instagram (e.g., the “Shop” button), have simplified how customers interact with brands, leading to greater impulse buying opportunities. Using a mixed methodology in two studies involving Instagram users in the United States (US), this research conceptualizes (Study 1) and operationalizes (Study 2) a higher-order model of consumer motivation for social commerce engagement as a hierarchical construct that drives the urge to impulse buy. Further, consumer–brand identification and perceived social risk of commenting are included in the proposed framework. Results show consumer motives of brand intimacy, shopping planning, entertainment, channel advantage, remuneration, and escapism influence impulse buying. Findings further identify consumer–brand identification as a mediating mechanism between consumer motivation and the urge for impulse buying, which also neutralizes the negative moderating effect of the perceived social risk of commenting on social platforms. This study contributes to motivation and impulse buying theory as well as social commerce practice. The findings inform content marketing activities seeking to heighten customers’ urge for impulse buying and mitigate contingency variables. This study also acknowledges related ethical considerations, including the need for brands to understand the urge to impulse buying behaviors to ensure responsible marketing practices that align with principles of consumer well-being.

Pengaruh Celebrity Endorser, Electronic Word of Mouth, Content Marketing Tiktok terhadap Keputusan Pembelian Produk Scarlett Whitening

Scarlett Whitening is a company engaged in the beauty sector and has been officially established since 2017. The Scarlett Whitening company uses social media as a tool to market products and find out customer needs and wants. The aim of this research is to understand the influence of celebrity endorser, electronic word of mouth, content marketing TikTok towards purchase decision of Scarlett Whitening product. This research uses quantitative descriptive alongside with purposive sampling. This research the sample used was 97 people with an age range of 16-60 years. The researchers use SPSS version 26 to process the data, with multiple linear regression as the main method. Based on the result of the study, it is indicated that the electronic word of mouth and content marketing does not significantly influence Purchase decision, while the celebrity endorser has a significant effect on purchase decision of Scarlett Whitening product.Celebrity endorsers, electronic word of mouth and content marketing together can measure the dependent variable, namely purchasing decisions.

Pengaruh SEO (Search Engine Optimization) Dalam Strategi Pemasaran Digital : Studi Kasus Pada Sambal Gerilya di Platform Shopee

This study aims to determine the influence of Search Engine Optimization in the Digital Marketing Strategy Case Study on Guerrilla Sauce on the Shopee Platform. Mixed methods research is a type of research in which a researcher or research team combines elements of qualitative and quantitative research approaches (e.g., the use of qualitative and quantitative viewpoints, data collection, analysis, and inference techniques). From the results of the study, it was concluded that the Search Engine Optimization (X) variable had a positive and significant effect on the Digital Marketing Strategy (Y) of the Guerrilla Sambal on the Shopee Platform. Based on the results of the research, it was found that the Search Engine Optimization variable had a positive and significant effect on the Digital Marketing Strategy Case Study on the Guerrilla Sambal on the Shopee Platform. With a count value of 17.646> the table is 1.985 with a significance value of 0.000< 0.05. And Sambal Guerrilla also emphasizes SEO and content marketing strategies to deepen its market penetration.

The Impact of Visual Content Marketing on Customer Purchasing Behavior: Evidence from Pakistan’s Fashion Industry.

The Impact of Visual Content Marketing on Customer Purchasing Behavior: Evidence from Pakistan’s Fashion Industry.

How could entertainment content marketing affect intention to use the metaverse? Empirical findings

Despite the metaverse's potential to transform digital business, there remains a scarcity of research investigating on how content marketing affects users' intention to use the metaverse. This study aimed to identify if entertainment content marketing affects users to adapt the metaverse. by adapting the Spice framework, incorporating variables like continuity, sense of presence, interoperability, concurrence, and economic flow. Data was collected via an online survey of 454 online gamers from Jordan who were purposefully selected. Structural equation modelling using partial least squares analysis revealed that all five factors positively affected metaverse intention. Overall, the study contributes to the knowledge by examining the Spice Framework in the context of metaverse technologies. Beyond the academic realm, our findings carry practical significance for marketers, policymakers, and stakeholders shaping the dynamic landscape of digital interactions within the metaverse.

Demystifying the Research Trend of Content Marketing Research: A Co-authorship and Co-occurrence Analysis

Nowadays, content marketing is a marketing strategy used by marketers to organize, produce, and share information in order to draw in certain audiences and persuade them to make purchases. As a result, marketers are devoting a significant amount of time in producing quality content that raises awareness of their brand and piques the interest of their target audience. Consequently, the purpose of the research is to examine various published articles in content marketing to identify key themes and the extent to which research has influenced content marketing utilizing bibliometric analysis of 414 papers published in Scopus database between 1999 and 2023. The result of the study depicts that content marketing is growing at fast pace with the growing use of digital and social media marketing. The top three nations contributing to the field of content marketing are the “United States,” the “United Kingdom,” and “Germany.” Five themes have been identified as follows: Integrated digital marketing ecosystem, strategic B2B digital branding, AI-driven consumer-centric marketing, crafting a data-infused digital narrative: unveiling the intricate dance between big data, consumer behavior, and digital content marketing, and exploring the dynamic landscape of modern commerce. In accordance to the results, the primary authors and contributions in the field have been recognized, facilitating the formulation of guidelines and directions for potential research.

Identifying consumer-based digital content marketing consumption motives: a qualitative study

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.

Penegakan Hukum Hak Cipta Pada Konser Online Berbayar Yang Diperjualbelikan Kembali Oleh Pengguna Aplikasi

Online paid concerts, which is an Over The Top (OTT) services, are exclusive content that has the potential to be duplicated or distributed commercially by application users. Reselling paid online concerts is a copyright infringement and is still rampant on social media. This indicates that there are problems with the enforcement of copyright law in the field of information and communication technology that are still not effective in preventing infringement and suppressing the pirated content market. This research aims to find out how to enforce copyright law related to OTT services and to examine the problems so that it can be used as a material for national law evaluation. The research method used is normative legal research or library research which is conducted by examining legal library materials consisting of primary and secondary law. The results of this research indicate that the copyright law of OTT services have not been specifically regulated and the government's role in monitoring and eradicating the electronic information piracy market is still not optimal.

THE ROLE OF CONTENT MARKETING IN BUILDING CUSTOMER ENGAGEMENT

Content marketing is a strategic marketing approach focused on creating in distributing valuable, relevant,consistent content to attract and retain a clearly define audience and ultimately to drive profitable customer action.Companies today are well aware of all the tactics to gain a higher spot on the search engine search result for which they continuously update their websites. This gaining of higher position on search engine comes as a result of good content marketing . Content marketing is not only restricted to promotion of products. It is beyond that as it also leads to brand awareness and brand engagement .Content marketing helps in providing detailed information to the customer and thus is a helpful tool for creating customer engagement .

Effect of Social Media Influencers on Consumer Brand Engagement and its Implications on Business Decision Making

The number of social media users and users accessing different social media platforms is increasing daily. For this reason, social media influencers and content marketing are increasingly important in businesses' marketing strategies. More studies on social media influencers and content marketing still need to be done since they are relatively new concepts. The research goal is to find out the impact of social media influencers and content marketing on online repurchase intention through brand trust and customer brand engagement in online shopping stores. These research findings generally found a significant positive direct impact of social media influencers and content marketing on brand trust, customer brand engagement, and online repurchase intention. The results found that content marketing was the most vital determinant of brand trust and customer brand engagement, followed by social media influencers. Additionally, brand trust is significantly influenced by customer brand engagement. Additionally, brand trust and customer brand engagement significantly and positively impacted online repurchase intention. Furthermore, social media influencers are identified as the most significant determinant of online repurchase intentions, followed by content marketing, brand trust, and customer brand engagement. The mediation analysis results revealed that customer brand engagement did not mediate the positive impact of social media influencers and content marketing on online repurchase intention. Additionally, it was found that brand trust mediates the positive impact of social media influencers and content marketing on online repurchase intentions. Future studies should continue to study social media influencers and content marketing since literature is scarce.

Content Marketing – Innovative Strategy to Keep Companies on the Market

Abstract The main purpose of this paper is to analyze the strategy and growth of a company through content marketing, including the positive impact it could have on its target audience. Content marketing makes the difference with the respect towards the quality. It does not create a rapid saturation effect on the target audience, because ad spam does not exist in this category. People choose what they want to view. In a time of continuous technologization, companies need to strategically adjust in order to survive in the market. This adaptation takes shape throughout content marketing, which is remarkably becoming the one that makes the difference between being successful or not in the market in which you operate. These days, the budgets allocated to content marketing are extremely high and they continue to grow as the years are passing.

The Effect of Cigarette Content Marketing on Students' Smoking Behavior and Decisions: A PLS-SEM Approach.

This research aims to analyze the influence of cigarette content marketing on student behavior, and on cigarette purchasing decisions, as well as the influence of behavior on cigarette purchasing decisions. This research is quantitative, using a sample of 500 smoking students from twelve universities in the city of Medan, Indonesia, who were selected using a simple random sampling technique. Data collection was carried out by distributing questionnaires that had been tested for convergent validity with an Outer Loading value > 0.7 and an AVE value > 0.5, and for discriminant validity with an HTMT value < 0.9. The data was analyzed using a multivariate analysis technique which combines factor analysis and regression analysis. The research results show that the t-statistical value for the behavioral variable (BHV) is 4.128 (> 1.98) and the p-value is 0.000 (< 0.05), which means that the BHV variable has a significant effect on the cigarette purchasing decision variable (PD). The t-statistical value for the content marketing (CM) variable is 27.57 (> 1.98) and the p-value is 0.000 (< 0.05), which means that the CM variable has a significant effect on the BHV variable. The t-statistical value for the CM variable is 18,542 (> 1.98) and the p-value is 0.000 (< 0.05), which means that the CM variable has a significant effect on the PD variable. 93.2% of respondents admitted that they had seen cigarette marketing content on social media, many of them (43%) believed that smoking was detrimental to their health, but the most influential factor was their perception regarding the activity of smoking. Cigarette marketing content has been proven to influence students' behavior towards cigarettes, as well as directly influencing their decision to purchase cigarettes. Students' behavior towards cigarettes also influences their decisions in purchasing cigarettes.

The Impact of Social Networks on the Choice of Tourist Destinations

Abstract The travel industry has grown significantly in recent years due to the advancement of social media and technology. Nowadays, there is a vast array of tourism-related goods and services available to consumers, making it challenging to select the ideal travel location. In these circumstances, it is critical to comprehend the driving forces behind consumer decision-making regarding travel destinations or on traveler choice. Our travel habits have evolved as a result of the digital world, particularly social media. Research in this field, particularly in the areas of content and influence marketing, can be very helpful in comprehending and evaluating the most recent practices and trends employed in the travel and tourism sector. Based on the questionnaire results, this study analyze how platforms, social networks, and influencers affect travelers' preferences for travel, as well as how tourists choose travel destinations based on user behavior, perceptions, and content. A total of 306 respondents from different age and income groups and geographical areas filled out the questionnaire. The study is based on the quantitative approach, and SPSS was used to statistically interpret the results. Due to the inductive reasoning and our study findings we can affirm that in a world that is increasingly digitally connected, there still is a lot of room for research and innovation in this area. The online environment presents distinctive marketing prospects. Content marketing and influence marketing will continue to lead social media marketing trends.

The Role of AI in Content Development among Romanian Small Businesses

Abstract Small businesses can use content marketing to create and provide information that is both interesting and valuable for potential customers. Moreover, the benefits it brings include the cultivation of brand loyalty, a way to differentiate from competitors, stimulating sales while cultivating emotional connections, and delivering targeted messages. Particularly for small companies, content marketing represents a way to reach a target market and grow in a sustainable rhythm. The article explores the role of artificial intelligence (AI) in creating content for Romanian small businesses. The research focused on identifying the types of AI tools used and the challenges and benefits of adopting AI for content development. A quantitative market research was performed among a sample of Romanian small businesses to identify opinions and practices regarding AI tools. The findings show that there is a significant adoption rate of AI tools, which positively impacts content production efficiency. Despite the challenges of initial investment costs and the steep learning curve, the strategic integration of AI has notably enhanced operational efficiencies and competitive positioning in the digital market. The research contributes to a better understanding of the effects brought by AI usage on content development, underlining the need for investing in technology in order to grow and remain relevant in the market.