Content Marketing Research Articles

Deciphering shadows: A study on disinformation, its digital proliferation, and effects on organizational integrity

Managing the spread of “disinformation” is becoming an increasingly difficult task of our time, with an emphasis on digital marketing and its influence on organizational reputation. This paper aims to analyze the phenomenon of disinformation, with emphasis on the role of digital marketing and the consequent effect on organizational image. Thus, using the systematic literature review methodology, the study defines and categorizes different types of disinformation, namely fake news, misinformation, and propaganda, and how they are spread across different channels. Using the research, it is possible to conclude that digital marketing is more effective in spreading disinformation than traditional media and word-of-mouth; social media management and content marketing are the most effective. The work also evaluates the catastrophic impact of disinformation on an organization’s image, fiscal health, and the trust of its stakeholders. Using the Chi-Square Test for Independence and Logistic Regression, the study determines the factors likely to lead to severe consequences of disinformation campaigns. Last but not least, the paper also suggests ways of preventing the spread of disinformation, which include improved education on the use of digital platforms, better fact-checking systems, and an improved code of ethics in digital marketing.

O IMPACTO DA IMPLEMENTAÇÃO DO MARKETING DIGITAL NO DESEMPENHO DE PEQUENAS EMPRESAS

This paper explores the strategic impact of digital marketing on small businesses, emphasizing the relevance of tools such as SEO (Search Engine Optimization), content marketing, and social media for strengthening online presence and competitiveness in the market. With the advancement of digitalization, these businesses have found digital marketing to be an accessible way to enhance their visibility, reach new audiences, and increase engagement with consumers, often more effectively and economically than traditional methods. The study highlights the importance of SEO for improving positioning in search engines, allowing small businesses to become more visible to their target audience. Additionally, content marketing emerges as a crucial tool for attracting and retaining customers, fostering trust and credibility through relevant and informative materials. The strategic use of social media is another central point, enabling direct and personalized communication with consumers, as well as offering opportunities for partnerships with influencers. These platforms allow companies to interact more authentically and engage their audiences in real-time, strengthening customer relationships and promoting loyalty. Thus, digital marketing, with its various facets, presents itself as a fundamental element for the growth and success of small businesses in today’s digital economy.

Impact of integrated marketing communication strategies on choice of higher education institutions

In today’s fiercely competitive realm of higher education, Integrated Marketing Communications (IMC) have emerged as a crucial approach for institutions to effectively connect with prospective students. This study examines the influence of IMC strategies on students’ choices of higher education institutions (HEIs) in Bangalore, India. Using a descriptive research design, data were gathered via a structured questionnaire from a sample of 384 students. The findings reveal notable disparities in perceptions of IMC based on gender, academic discipline preference, and institution type. Interestingly, age does not yield significant differences in IMC perceptions. A positive correlation (0.632) between IMC perceptions and choice of HEIs underscores the importance of customized strategies in attracting and engaging students. IMC strategies such as digital marketing, social media engagement, content marketing, alumni engagement, and student ambassadors significantly influence the choice of HEIs with the variance of 0.315, 0.523, 0.394, 0.619, and 0.298, respectively. Further, IMC strategies such as digital marketing, social media engagement, alumni engagement, partnership with influencers, and student ambassadors significantly influence the selection of disciplines with the variance of 0.298, 0.642, 0.497, 0.421, and 0.234, respectively. In essence, this study emphasizes the pivotal role of effective IMC strategies in higher education choice decision-making and provides actionable insights for institutions seeking to refine their marketing approaches.

A Review of Marketing Stratergies for Promoting Sustainable Tourism Destinations in India

Sustainable tourism for Indian destinations is promoted and marketed by utilizing marketing strategies to gain interest from travelers. However, the promotion of sustainable tourism destinations is achieved in a manner that does not jeopardize the environment or community conservation. Sustainable tourism is promoted by increasing the destination's visibility, which includes social media marketing, search engine optimization, and content marketing, one such example is the scheme of Swadesh Darshan, which was launched by the Indian tourism and it aims for the development of sustainable tourism destinations. Furthermore, enhancing cultural and community features in marketing might help to attract and retain tourists' interest, thereby strengthening sustainable tourism. To entice people to visit sustainable tourist places, the tourism sector is focusing on proper selling factors, physical improvements to attractions and accessibility, and proximity to other tourist sites. Overall, the current study reveals that a comprehensive Destination Management action plan can help accelerate India's green tourism transition. This study aims to understand some of the marketing strategies employed by Indian Tourism Industry on environmentally sustainable vacation spots. The Indian travel industry is impacted by sustainable tourism, one of the topics discussed in this article. This study is descriptive and relies only on books and periodicals covering a wide range of topics that are relevant to sustainable tourism destinations in India. Moreover, the present study also highlights, the importance of online marketing strategies for marketing sustainable Indian travel destinations which is discussed to have a better understanding of the future of the tourism sector in India. The particulars of the study are emerging from the SWOT analysis model for the assessment as well as the scrutinization of the potential of the Indian tourism industry.

Social Media Marketing and Performance of Small and Medium-Sized Enterprises in South West Nigeria

The study investigated how small and medium-sized businesses (SMEs) in southwest Nigeria performed in terms of brand awareness, customer satisfaction, customer retention, and customer patronage in relation to social media marketing (ad placement, content marketing, referral marketing, and influencer marketing). The moderating effects of trust on SMEs' performance were also investigated in this study. Using a cross-sectional research methodology, the study used multistage sampling strategies, such as purposive, proportional, and simple random sampling. In all, 383 SMEs' owners and managers were chosen from the states of Ekiti, Ondo, and Oyo. Social media marketing significantly improved brand awareness, customer satisfaction, customer retention, and consumer patronage, according to the research. Additionally, the results showed that trust significantly moderated the performance of the chosen SMEs. According to the study's findings, social media marketing significantly impacted the performance of SMEs. According to the survey, SMEs should create a thorough social media marketing plan that includes a range of techniques like ad placement, content marketing, influencer marketing, and referral marketing. These results advance knowledge on how social media marketing might improve SMEs' performance in the specific context of Southwest Nigeria

HOW DIGITAL MARKETING DRIVES SALES FOR SMALL BUSINESSES?

In this article, we discuss how digital marketing is important to small businesses based on our survey. We will see factors that help small businesses increase their sales without spending a big amount of resources as businesses did. What are the privileges of digital marketing in the the technologies era and what are the difficulties of online marketing that small businesses face? According to statistics, we will see how methods like content marketing, social media, Facebook ads, and PPC influenced businesses in numbers. So, from this article, you can learn different digital marketing approaches, their importance, and how to overcome challenges.

Exploring the Role of AI in Automating Content Marketing: Unlocking Opportunities and Navigating Challenges

As artificial intelligence (AI) continues to evolve, it has significantly influenced the field of content marketing, offering new opportunities for automation. This research explores how AI is transforming content marketing by automating processes such as content creation, curation, personalization, and distribution. AI-driven tools like Natural Language Processing (NLP) and machine learning algorithms enable marketers to generate large-scale content, analyze audience preferences, and deliver tailored messages with unprecedented efficiency. The study aims to examine the benefits of AI in content marketing, including improved productivity, cost-efficiency, and enhanced targeting capabilities. At the same time, it addresses critical challenges, such as balancing automation with creativity, maintaining content authenticity, and mitigating the risks of algorithmic bias. Additionally, the research delves into the ethical considerations surrounding AI in content marketing, particularly with respect to data privacy and transparency in AI-generated content. By analyzing case studies and industry trends, this research provides insights into how businesses can effectively leverage AI for content marketing while overcoming the inherent challenges. Ultimately, it offers a comprehensive understanding of how AI can be harnessed to enhance marketing efforts in the digital age while maintaining a human touch and ethical standards. In addition to examining the operational and ethical dimensions, this research also investigates how AI is reshaping the role of marketers. As AI automates routine tasks such as keyword optimization, content scheduling, and performance tracking, marketers are free to focus on more strategic, creative, and high-value activities. However, this shift raises questions about the evolving skill sets required for marketers in an AI-driven landscape. The study explores how AI can complement human creativity rather than replace it, emphasizing the need for marketers to adapt to new tools while maintaining a strong foundation in storytelling, branding, and customer engagement. By highlighting both the technological and human aspects of AI integration, this research provides a balanced perspective on the future of content marketing in an increasingly automated world.

A conceptual framework for integrating digital transformation in healthcare marketing to boost patient engagement and compliance

This paper presents a conceptual framework for integrating digital transformation in healthcare marketing to enhance patient engagement and compliance with treatment regimens. As healthcare systems evolve, the adoption of digital technologies has become imperative for fostering meaningful interactions between patients and providers. The proposed framework emphasizes leveraging digital marketing techniques, data analytics, and personalized communication strategies to strengthen patient-provider relationships and improve health outcomes. At the core of the framework is the use of digital marketing techniques, including social media outreach, content marketing, and mobile applications, to reach patients effectively. These tools facilitate the dissemination of vital health information and resources, enabling patients to make informed decisions about their care. By utilizing data analytics, healthcare organizations can gain insights into patient behaviors, preferences, and demographics, allowing for the customization of marketing efforts to meet the specific needs of diverse patient populations. Personalized communication strategies are pivotal in this framework, as they empower healthcare providers to deliver tailored messages that resonate with individual patients. This personalization fosters a sense of connection and trust, encouraging patients to engage actively in their treatment plans. By utilizing patient data, providers can send reminders, educational content, and motivational messages that enhance treatment adherence and compliance. Moreover, the framework addresses the importance of feedback loops, where healthcare organizations continuously gather and analyze patient responses to marketing efforts. This iterative process allows for the optimization of strategies, ensuring they remain effective and relevant over time. By fostering a culture of engagement, organizations can cultivate long-term relationships with patients, ultimately leading to improved health outcomes. In conclusion, this conceptual framework serves as a strategic guide for healthcare organizations aiming to harness digital transformation in their marketing efforts. By integrating digital marketing techniques, data analytics, and personalized communication strategies, organizations can enhance patient engagement, improve treatment adherence, and positively impact overall health outcomes.

Data-driven digital marketing and battery supply chain optimization in the battery-powered aircraft industry through case studies of Rolls-Royce’s ACCEL and Airbus's E-Fan X Projects

This paper investigates the interplay between data-driven digital marketing strategies and battery supply chain optimization in the battery-powered aircraft industry, with a focus on Rolls-Royce's ACCEL and Airbus's E-Fan X projects. As the electric aircraft market emerges, these companies face the dual challenge of promoting technological advancements to a skeptical audience while navigating complex supply chain requirements. The study explores how data analytics and targeted content marketing are employed to enhance stakeholder engagement, build consumer trust, and communicate the benefits of electric aviation. By leveraging digital platforms, Rolls-Royce and Airbus effectively highlight key aspects such as battery performance, sustainability, and the safety of electric propulsion, addressing both technical and consumer concerns. Concurrently, the research delves into the intricacies of battery supply chain optimization, examining the processes involved in sourcing high-energy-density batteries, ensuring quality control, and adhering to regulatory standards. Advanced supply chain management techniques, including predictive analytics and real-time monitoring, are analyzed for their role in streamlining procurement and manufacturing processes. The integration of these strategies within digital marketing campaigns demonstrates how each company positions itself as a leader in the industry, emphasizing technological innovation and reliability. This study aims to provide a comprehensive understanding of how digital marketing and supply chain optimization are not only critical for promoting the adoption of electric aircraft but also for overcoming market skepticism and ensuring operational efficiency. By presenting case studies of two pioneering projects, ACCEL and E-Fan X, the research highlights best practices and strategic approaches that can guide other companies in the industry. The findings underscore the importance of a synergistic approach where digital marketing is informed by supply chain realities, creating a transparent and trustworthy narrative for consumers and stakeholders. Ultimately, this paper contributes to the discourse on how emerging technologies in aviation can be successfully marketed and operationalized, offering insights into the effective use of digital marketing and supply chain management in the rapidly evolving electric aircraft sector.

The Influence of Content Marketing, Perceived Quality, and Brand Trust on Repurchase Intention of Pixy Cosmetic Products in Surabaya

The cosmetic industry is a leading industry among the three national priority industries in Indonesia. One of the local brands that has survived in market competition until now is Pixy Cosmetic. This study examines the influence of Content Marketing, Perceived Quality, and Brand Trust on Repurchase Intention towards Pixy Cosmetic products in Surabaya. This study uses a quantitative approach and a Likert scale to measure variables. This research uses non-probability sampling with purposive sampling technique to determine the sample, using 91 respondents. Analysis technique that used in this study is SmartPLS to analyze data. The results show that Content Marketing, Perceived Quality, and Brand Trust have a positive and significant influence on Repurchase Intention towards Pixy Cosmetic products in Surabaya.

Examining the Impact of Social Media Marketing on Consumer Purchase Intentions: Insights from Content, Influencer, and User-Generated Content Strategies

How social media affect the customers behavior plays an essential role for enterprise who aiming to thrive in a competitive market under the rapid digital platforms development and increasing amount of time people spend online. Social media platforms are the main source of information, entertainment and interaction, as well as the significant tool of marketing and customer engagement. The article emphasizes multiple influences of social media to customer determination through analyzing content, influencer and user generated content (UGC) marketing. Content marketing involves generating valuable and pertinent information to engage and sustain a specifically targeted audience, whereas influencer marketing utilizes the influence and credibility of prominent figures to endorse products and brands. UGC, on the other hand, provides authentic, peer-driven content that resonates with potential customers. These strategies comprehensively enhance the brand reputation, emotional resonance and consumer trust to drive purchase decisions and facilitate success. The study reveals that effective social media tactics can improve customer engagement and credibility, further increase the purchase intention, and conversation. These findings underscore the importance of integrating comprehensive social media strategies into marketing plans to positively influence consumer behavior and achieve business objectives.

The Application of Digital Marketing in the Operation and Development of Pet Stores in China

Pet stores have both opportunities and challenges as a result of the notable rise of the pet sector in China in recent years. Pet stores are increasingly using digital marketing techniques to successfully navigate this changing environment. The development and functioning of pet stores in China heavily depend on the use and impact of internet marketing. Pet stores can obtain a competitive edge in a highly competitive industry by studying digital marketing methods that will improve their brand awareness, customer engagement, sales growth, and operational efficiency. This study examines the use of digital marketing and its effects on the growth and operation of pet stores in China, analyzing and summarizing the body of prior research in the field. It studies at different consumer traits, profitability tactics, and operational methods. The effectiveness of several digital marketing techniques, such as content, display, search, and social media marketing, is also examined in this article. The study found that pet stores can improve their operational efficiency and brand awareness, customer engagement, and sales by implementing digital marketing methods. Social media marketing, search marketing, display marketing, and content marketing all demonstrate high effectiveness in achieving business objectives. All things considered, internet marketing gives pet stores the vital resources and techniques they need to overcome market obstacles.

Exploring the Power of Images and Videos in Visual Storytelling and Content Marketing: Airtel Ovajara as a Paradigm

This study examined the significant power of images and videos in visual storytelling and content marketing using Airtel Ovajara as a paradigm. In today’s digitally saturated landscape, the inability of content marketers to capture attention, convey complex ideas, and build brand authenticity using good images and videos has left some businesses in constant battle for audience/customer acceptability. Employing the Consumer behaviour theory which provided insights into the psychological processes that influence consumer responses to images and videos in visual storytelling, the paper explored the strategic ways in which Airtel Ovajara used images and videos to craft compelling narratives that not only showcased the brand but also fostered genuine connections with customers. The study adopted the mixed research methodology of content analysis and Key Persons Interviews (KPI) to understand the common themes, strategies and elements that position Airtel Ovajara’s visual storytelling as a successful marketing strategy. The use of images and videos as part of this strategy has revolutionized how brands engage with consumers, offering a dynamic way to communicate messages and evoke emotions. The study recommended a valuable insight into the strategic use of visual content to build stronger connections with audiences, demonstrating that effective visual communication was key to contemporary marketing.

The Influence of Influencer Marketing, Content Marketing, and Online Advertising on Skincare Product Purchase Decisions on the Tiktok Application (Case Study on Palembang City Students)

This study aims to analyze the influence of Influencer Marketing, Content Marketing, and Online Advertising on the purchase decision of skincare products on the TikTok application, with a focus on students in the city of Palembang. Using quantitative methods and accidental sampling techniques from a population of 80 people, the data was collected through questionnaires and analyzed using SEM-Smart-PLS 3.0 for Windows. The findings of the study show that Influencer Marketing has a positive but insignificant effect, while Content Marketing and Online Advertising have a positive and significant influence on purchase decisions. Simultaneously, these three variables influenced the purchase decision with an R Square value of 0.841, indicating that 84.1% of the purchase decision variables could be explained by these three factors.

The Impact of New Media Strategies on Luxury Marketings: A Case Study of LVMH and Dior

Abstract: With the rapid development of digital technology, the traditional communication model of luxury brands is facing great challenges. There is an urgent need for luxury companies to explore new communication modes to break the limitations of traditional models and increase brand influence. This study explores the impact of new media marketing strategies adopted by LVMH on luxury brand perception and product sales. Taking Dior as an example, as part of the LVMH group, it has actively explored the corporate strategy of utilizing new media for marketing, especially through virtual fashion shows' novel new media marketing strategy. The article analyses how LVMH uses new media platforms such as social media, online advertising and content marketing to engage with its target audience. It assesses the impact of these strategies on brand perception and sales performance. It also discusses the challenges faced by LVMH in new media marketing. It proposes solutions and recommendations to promote the substantial development of the luxury industry in the new media era.

Factors Influencing Generation Z's Purchasing Intention In BSI Mobile Gold Installments

This study aims to analyze the influence of corporate image, content marketing, and price on the interest in buying BSI Mobile gold installment products among Generation Z. This study uses a quantitative approach with sampling through a purposive sampling method that was tested on 100 respondents who are Instagram followers @lifewithbsi from generation Z. The primary data source used was an online questionnaire distribution. The analysis technique used is the structural equation model - partial least square (SEM-PLS) using the SmartPLS analysis tool. This study found that corporate image and content marketing positively influence buying interest. At the same time, price does not affect buying interest. Theoretically, this study can provide information and supporting literature for the academic community in similar studies in the future. Practically, this study can be helpful to BSI in terms of corporate image and content marketing to increase the interest of customers and prospective customers from Generation Z in using its products.

Beliefs and adoption of AI in content marketing: Insights from South African marketing agencies

Beliefs and adoption of AI in content marketing: Insights from South African marketing agencies

Pengaruh Penggunaan Social Media Marketing dan Content Marketing terhadap Brand Awareness di Institusi Pendidikan

The purpose of this study is to evaluate the implementation of social media, content marketing, and brand awareness at the Bandung Culinary Academy and analyze the influence of each and the combination of the two on brand awareness. This research was conducted using an explanatory research approach. In this study, the research object consists of 2 (two) types of variables, namely independent variables and dependent variables. This study uses 2 (two) independent variables, namely the use of social media marketing (X1) and the use of content marketing (X2). The bound variable used in this study is brand awareness (Y). As a result, ATB Bandung has not done social media marketing well, especially in terms of communicating the products offered, but the value of the products offered can be conveyed well to the public. Although the content marketing carried out by ATB Bandung is interactive, relevant, and easy to understand.

The Effect Of Price And Content Marketing On Skintific Product Purchase Decisions In Medan Sunggal District, North Sumatra

The aim of this research is to determine the influence of price and content marketing on purchasing decisions for Skintific products. This research uses quantitative methods. The population in this study were in Medan Sunggal Sub-district, North Sumatra. The number of samples in this research was 100 samples. Data was collected by distributing questionnaires to respondents using Google Form. The results of data processing show that the price variable has a positive and significant influence on purchasing decisions for Skintific products. The content marketing variable has a positive and significant influence on purchasing decisions for Skintific products. Simultaneous research also shows that price and content marketing also have a positive and significant influence on purchasing decisions for Skintific products

Research On Marvel's Marketing Model: An Analysis of Digital Marketing and Synergistic Effect

Marvel Studios occupies a significant position in the global entertainment industry. Its success is attributed not only to its film content but also to its unique marketing strategies. This paper aims to analyze Marvel's digital marketing model and the synergistic effects across different media. Through case studies of Marvel Studios' marketing strategies, this paper explores its practices and achievements in social media, content marketing, and cross-platform collaboration. Furthermore, this paper examines relevant market data and user feedback, comparing Marvel's marketing model with other well-known brands through comparative analysis. The research finds that Marvel has successfully established a strong brand influence and a loyal fan base through precise digital marketing and efficient media synergy. This paper will help other enterprises understand how to use digital marketing and synergies to enhance brand value and market competitiveness, demonstrating the effectiveness of Marvel's digital marketing strategies in developing brand cohesion and achieving high returns.