Content Marketing Research Articles

How ephemeral content marketing fosters brand love and customer engagement

Purpose This study aims to explore how ephemeral content marketing enhances brand love and customer engagement, with a focus on the mediating role of brand authenticity, self-brand connection and advertising value. Design/methodology/approach This research was conducted using a quantitative method through an online questionnaire with a sample of 728 in Vietnam, analyzing data by using the partial least squares structural equation modeling model. Findings This study evaluates ephemeral content marketing through six dimensions: entertainment, trendiness, informativeness, interactivity, aesthetic quality and perceived relevance. The findings indicate positive mediating roles of advertising value, self-brand connection and brand authenticity on the impact of ephemeral content marketing on brand love and customer engagement. Research limitations/implications This study provides a comprehensive model of factors affecting consumer perceptions of ephemeral content marketing, which can help businesses to proactively formulate strategic responses for consumers on social media platforms with ephemeral content features. This also allows them to precisely target their audience, avoiding ineffective and costly advertising efforts on social media when content quality is lacking. Originality/value This research sheds light on the six essential dimensions of effective ephemeral content that adds value to customers, ultimately leading to their love and active engagement. This substantial addition to the field of social media marketing opens up possibilities for further investigation of the dynamics across different forms of social media marketing, such as short-form videos or in various contexts such as tourism, fashion, food products and education, particularly in the context of ephemeral content in emerging markets such as Vietnam.

PENGARUH CONTENT MARKETING DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA BISNIS SKINCARE

Content marketing and brand image are two important elements in influencing consumer purchasing decisions. Content marketing focuses on providing informative, relevant, and engaging content to build trust, increase brand awareness, create emotional engagement, and provide information that helps consumers make informed decisions. Meanwhile, a strong brand image plays a vital role in building trust, creating loyalty, providing differentiation in the market, and strengthening emotional connections with consumers. The combination of these two strategies allows companies to not only drive purchases but also build long-term relationships with consumers. With proper management, content marketing and brand image can create significant added value for companies in a competitive market.

The Influence of Influencer Endorsement, Content Marketing and Live Streaming on Sales Turnover Online Shop in Palembang

This study aims to analyze the impact of influencer endorsement, content marketing, and live streaming on the sales revenue of online shops in Palembang City. The method used is regression analysis involving 100 respondents who are the owners and managers of online shops in Palembang. The results show that all three digital marketing strategies have a significant effect on increasing sales revenue, with live streaming having the greatest impact. As many as 85% of respondents stated that the live streaming feature allows them to interact directly with consumers, demonstrate products, and offer special promotions. Influencer endorsement and content marketing also prove to be effective in attracting consumer attention and increasing trust in the products sold. This study emphasizes the importance of implementing integrated digital marketing strategies to face the increasingly competitive online market in Palembang City.

Integrasi Pemasaran Storytelling dan Konten Edukasi mengenai Spa Bayi pada Platform Media Sosial UMK IKKI Baby and Kids SPA Surabaya

This community service programme's objective is to integrate storytelling marketing and educational content marketing in promoting baby spa services at MSEs IKKI Baby and Kids Spa Surabaya. In light of the increasing demand for baby spa services, MSEs must adopt effective marketing strategies through social media platforms. The service activity was conducted over a period of one month and involved MSE owners and employees. The methods employed encompass observation, education, and social media development, in collaboration with IKKI Baby and Kids Spa Surabaya MSEs through the Wirausaha Merdeka (WMK) Batch 3 program of Universitas 17 Agustus 1945 Surabaya. The findings of the community service demonstrate that the integration of a storytelling marketing strategy with educational content can enhance the engagement rate by 40% within a one-month period. Furthermore, owners and employees reported an increase in confidence, and a renewed sense of purpose in the management of digital content, accompanied by a heightened awareness of the significance of delivering pertinent and engaging information to consumers. This community service initiative has yielded substantial contributions to the enhancement of digital marketing literacy among MSEs, underscoring the considerable potential of social media marketing in reaching a more extensive audience.

Strategi Promosi Penjualan Produk Melalui Content Marketing di Grand Hotel Preanger Bandung

The development of digital technology at this time plays a very important role for a product sales promotion, there are many things that need to be considered in a content marketing in a company, one of which is in the hospitality industry. Grand Hotel Preanger is a 5-star hotel located in the center of Bandung which has heritage characteristics and strongly maintains its authenticity. The purpose of this study is to determine how promotional strategies in increasing product sales through content marketing at Grand Hotel Preanger. In this study the authors used a qualitative descriptive research method with a case study approach and used SWOT analysis, namely calculating and deepening the EFAS and IFAS matrices. Data collection in this study used observation, interview, and documentation techniques. From the research results, it is found that the position of the product sales promotion strategy through content marketing at Grand Hotel Preanger is in quadrant I position, which means that it is very profitable for a company by utilizing strengths as opportunities for increasing the number of products produced, namely maintaining the brand image to customers and the characteristics of a heritage hotel by utilizing its beauty and strategic opportunities in the middle of downtown Bandung.

Research on Business Operation and Marketing of Social Media Platforms--Taking RED as an Example

In the current era of information digitization, more and more people are using social platforms, in this context RED stands out among the many social software, it is a social and e-commerce platform, users can share their daily life, food attractions recommended, social interaction and e-commerce shopping on it. This software is especially dominated by the female group, with high quality content and high conversion rate. This paper will analyse the business operation mode and marketing strategy of RED by searching the literature. The business operation strategy of RED includes the creation of a content ecosystem and intelligent e-commerce operation; the marketing strategy includes social media promotion, content marketing and UGC, cooperation with KOL and KOC, and sponsorship of variety shows. This paper will first give an overview of the RED platform, which will also include its financing, then analyse its business operation model and marketing strategy, compare RED with its competitors, and finally put forward challenges and opportunities.

Current Advertising Approaches in Tourism: Effects on Consumer Behaviour and the Advancement of Tourism Activities

Introduction: The relevance of the research topic is the need to adapt tourism enterprises to rapid changes in the advertising industry under the influence of digital technologies. In the context of the development of the modern advertising market, there is an active implementation of digital strategies, which allows to engage the audience more effectively and take into account changes in its behaviour. Objective: The study considers the following advertising strategies: content marketing, targeted advertising on social platforms, contextual advertising and personalised offers. Methods: The research methods included generalisation, synthesis, comparative analysis of the types of advertising strategies and statistical processing of quantitative data. A stratified sample of representatives of the tourism industry was used. Secondary data from consumers of different age groups were analysed. Statistics on modelling consumer behaviour were used to analyse the data. The article identifies effective advertising strategies in the digital environment. Results: The study results showed that companies invest 2 times more in personalised advertising and targeting. In 2023–2024, native advertising strategies and an individual approach will prevail, and it is predicted that media tools on social networks will become widespread in the coming years. Social platforms and personalised advertising have become critical factors in attracting new customers. Conclusions: Prospects for further research include a detailed analysis of the impact of automation on advertising campaigns.

The combination of audio-visual content marketing and new communication technology platforms is reflected in young people's favoritism towards product brands, as exemplified by the T. K. Food

The combination of audio-visual content marketing and new communication technology platforms is reflected in young people's favoritism towards product brands, as exemplified by the T. K. Food

유연한 콘텐츠를 위한 브랜드 세계관 디자인 방법

This study aims to develop a design methodology for creating a brand universe that fosters flexible and creative brand experiences. Defined as a narrative boundary embodying the brand’s identity, the brand universe goes beyond content settings and backgrounds, utilizing transmedia storytelling to enhance content flexibility. It integrates brand messages, motifs, and mise-en-scène to strengthen brand identity, maintaining consistency while offering adaptable experiences. The proposed four-stage design process—motif exploration, message definition, mise-en-scène creation, and material delivery—ensures both brand consistency and flexibility. Case studies demonstrate that a brand universe preserves brand distinctiveness while flexibly responding to market changes. It can be managed based on motif consistency, alignment with brand messages, and narrative scalability. These findings provide key insights for brand management and content marketing strategies.

Analysis of Marketing Strategies for New Products

Choosing the marketing strategy analysis of a new product as a topic is an interesting and practical option. It will not only help me to understand consumer behavior and psychology, but also help me to study market research and positioning. As well as exploring branding and communication strategies at a deeper level. The purpose of this thesis is to analyze the marketing strategy of a new product and explore its positioning and promotion effect in the market competition. First, the target market and product differentiation advantages are identified through market research and consumer demand analysis. Then, the choice of multiple marketing channels is examined, including online and offline advertising, social media promotion, KOL cooperation, and content marketing. The paper also evaluates the impact of pricing strategies, promotional activities, and brand positioning on consumer purchase decisions. Ultimately, case studies and data analysis validate the effectiveness of the selected strategies and suggest further optimization to increase market share and brand awareness.

Content Marketing on TikTok and Online Reviews: Impact on Purchase Intentions and Decisions for Gen Z in Indonesia

This study try to test the content marketing, online customer reviews, and consumer behavior, namely purchasing decisions and mediated by a preference or purchase interest approach. Local brand bag fashion is a growing trend in society, supported by the major role of social media progress, namely TikTok, especially among generation Z. However, business actors need to understand the characteristics of the TikTok platform and its users well. The existence of interesting marketing content, the creation of online consumer reviews, this can increase consumer interest and ultimately make consumers interested in buying products. The research method used a Google Form questionnaire involving 266 respondents. The purposive sampling is used in this research with the criteria of generation Z who bought local brand bags on the TikTok platform. SMART PLS 4.0 was used to evaluate the data. The study's findings demonstrated that: content marketing significantly and favorably influenced consumer behavior; content marketing significantly and favorably influenced preferences; preferences significantly and favorably influenced consumer behavior; customer reviews significantly and favorably influenced consumer behavior; customer reviews significantly and favorably influenced preferences; content marketing significantly and favorably influenced consumer behavior with preference mediation; and content marketing significantly and favorably influenced consumer behavior with preference mediation.

Social Media Content Multimodality and the Level of User Interactions from the Perspective of Facebook and Instagram

The article aimed to establish a simple methodology for examining the impact of message modality on user interactions. Using communication theory and content analysis methodology, 1,172 entries of selected recreational entities on Facebook (N=579) and Instagram (N=593) were analysed. The results suggest that higher modality levels positively influence user interactions, with a weak positive effect observed on Facebook and a moderate positive effect observed on Instagram. Practical implications include content marketing on social channels and the development of a theory of memetic content propagation. An innovative aspect of the research is an approach that consolidates the different levels of modality into one simple Post Modality Value (PMV). Research limitations include focusing only on two social media platforms, analysing fanpages associated with specific service industry entities, and disregarding the size of follower groups.

Digital Marketing Activities and Innovative Forms of Using Archival Information

The aim of the study is to identify peculiarities and content of digital marketing methods of information activities and innovative forms of using archival information. Research methods. The study is a complex of various methods of cognition and examination of the object-subject component of the problem. The methods of scientific analysis and synthesis contribute to comprehensive review of sources and literature on the issue, the discovery of information on the sought problem and the text design. The overview and analytical method is used to study the main concepts of the work and survey the current discourse of information activity. The historical method makes it possible to consider the object-subject component in retrospect, and to identify the main forms of archival information usage. The method of analytical Internet monitoring is used to examine the information of e-resources, to identify peculiarities of storage, transmission and presentation of archival e-documents. The scientific novelty consists in the necessity of a comprehensive analysis and scientific-theoretical grounding of digital marketing activity, and the introduction of the latest forms of archival information using. Identifying the innovative marketing tendencies of information activities and the active introducing of information technologies into the archival sphere determine the future development of the industry, as well as contribute to the improvement of e-archival communication and its integration into the global information space. Main conclusions. The improvement of information technologies and the spread of means of information and communication activities in the archival sphere determine the latest tendencies in the field of archival information use. In conditions of e-archive development intensification and filling of archival web resources, a positive dynamics in the number of users and requests for services is observed. One of the main trends and prospects for the development of informational social communications is promotion in social networks, the effective use of e-marketing, the involvement of interactive methods, the spread of influence marketing and the applying of influencers, as well as informative and relevant content marketing taking into account current informational needs of society.

Peningkatan Pemasaran dengan Content Digital dan Branding sebagai Media Promosi di UMKM Maketees Konveksi

In the digital era, social media is now a trend in marketing communications. In today's digital era, consumers are more interested in the concept of digital marketing content that not only contains images and text, but also interesting videos. The development of marketing management at Maketees Konveksi UMKM is carried out by implementing marketing programs such as increasing content marketing, implementing promotional features and yellow basket features on social media, increasing business branding by creating new brand designs, and participating in sponsorship events and activities are expected to further increase the marketing of these UMKM products. The managers of these UMKM can develop their skills to make their businesses more professional and able to carry out tasks effectively and efficiently. The purpose of community service at Maketees Konveksi UMKM is to provide assistance in developing marketing activities, especially with digital marketing. This is expected to increase the marketing of Maketees Konveksi UMKM products and bring benefits to many parties. The problems that exist at Maketees Konveksi so far have resulted in ineffective promotions in implementing digital marketing, utilizing promotional features, and increasing business branding. From the proposed work program, these programs were implemented well.

The Effect of Digital Marketing Strategies on Increasing Sales of Muslim Clothing at Moeslim House in Sukabumi

The rise of digital technology has transformed traditional marketing approaches, making digital marketing strategies crucial for business success. This study examines the effectiveness of various digital marketing strategies in increasing sales performance across different industry sectors. Using quantitative research methodology, the study analyzed data from 94 customer to identify the most impactful digital marketing approaches and their correlation with sales growth. The research employed structured questionnaires and collected data on social media marketing, content marketing, email campaigns, and SEO optimization efforts. The constant value is 10.513 which means that if there is a Digital Marketing Strategy, the value of Sales Increase is 10.513. This has been described in the simple linear regression test results that there is a direction of relationship between the Digital Marketing Strategy variable (X) and the Sales Increase variable (Y) with positive results that are worth 0.770. Be said that the Digital Marketing Strategy (X) has an effect on Sales Increases (Y)

Interactive marketing communications of international creative industry clusters

The relevance of the research topic is due to the rapid development of digital technologies and the increasing importance of interactive marketing communications in the context of globalisation. Creative industries play a crucial role in economic growth, and effective marketing strategies are a prerequisite for their competitiveness and sustainable development. The study aims to analyse interactive marketing communications of international clusters of creative industries and identify effective strategies and tools that contribute to their development. The types of research used are analysis of literature sources, comparative analysis. Most of the surveys conducted in this research revealed that the incorporation of digital technology and CRM systems enhances the quality of interaction with customers, enhances customer loyalty, and dissects the proportionate increase for conversion and investment return. Clusterim allows to focus resources and to promote members’ cooperation that is vitally important in the context of global competition. By using artificial intelligence and virtual reality for example customers can be reached in a way and a new experience created that was not possible before. In the study made to compare different types of marketing techniques the results point towards social media and content marketing as the most effective means of both audience acquisition and retention. SEO and email marketing on the other hand are great business tools that come with high conversion rates and ROI. The practical application of the study is to offer solutions on enhancing the thé marketing initiatives, investing in personnel and infrastructure, enhancing the inter-cluster communication, and the active implementation of new technology, which will help the creative industries to meet the new global market conditions for their steady advancement.

Thirty years of persuasion knowledge research: From demonstrating effects to building theory to increasing applicability

AbstractPersuasion knowledge, which encapsulates consumers' literacy of common marketing tactics and their assumptions about what marketers hope to accomplish by using these tactics, has inspired substantial research in consumer psychology, advertising, and many other fields. The original article introducing the persuasion knowledge model (PKM; Friestad & Wright, 1994) has grown in importance over the past 30 years. A major strength of extant persuasion knowledge research is that it has investigated effects that have applicability to the traditional media advertising context. We point out the need, however, for further theory development aimed at explaining the persuasion knowledge effects that have been observed, and we discuss the value of considering dual‐processing theories in this regard. We further contend that persuasion knowledge research should be broadened beyond the context of traditional advertising to encompass content marketing. Finally, we consider how the interplay of theory and effects can allow greater applicability in behavioral research.

Pengaruh Content Marketing, Brand Image dan Electronic Word of Mouth pada Purchase Intention Produk Hand Body Scarlett

This study aims to analyze the influence of content marketing, brand image, and electronic word of mouth (EWOM) on consumer purchase intention for Scarlett hand body products in Gresik. The research adopts a quantitative approach using surveys with 200 respondents selected through purposive sampling. Data were analyzed using multiple linear regression methods. The findings reveal that all three independent variables significantly influence consumer purchase intention. The study concludes with recommendations for Scarlett to enhance its social media-based marketing strategies and strengthen brand image through creative content.

ANALYSIS OF THE ROLE AND SIGNIFICANCE OF CONTENT MARKETING IN B2B SECTOR IN THE REPUBLIC OF SERBIA

Content marketing has garnered significant attention with the evolution of digital marketing. Widely prevalent, it is now most prominent on digital channels such as social media, blogs, podcasts, e-books, webinars, case studies, and various other forms. Both B2C (Business-to-Consumer) and B2B (Business-to-Business) markets are expanding, with competition intensifying for market share, striving for continuous dominance. With the development of digital channels, the significance of content marketing is increasingly recognized. The aim of this study is to highlight the importance of content marketing in B2B marketing and provide guidelines on the most effective content in marketing, shedding light on whether specific types of content are particularly significant for certain industries. Empirical research has been conducted, offering insights into the significance of content marketing in the Republic of Serbia within the B2B realm through data collection via surveys and their analysis using independence tests in the SPSS software package. The research results indicate that content marketing is not adequately utilized in the Republic of Serbia's B2B market, leaving room for improvement.

The Influence of Content Marketing on Instagram on Online Purchase Decisions for MsGlow Products with Purchase Intention as an Intervening Variable

This research aims to examine the effect of Content Marketing on Instagram on purchasing decisions for Ms Glow products online, with Purchase Intention as an intermediary variable. The approach used in this research is quantitative with an explanatory research design. The population targeted by this study are Instagram users who have purchased Ms Glow products online or often shop at the MS Glow Makassar distributor store. The sample used consisted of 120 respondents, who were selected using the Maximum Likelihood Estimation (MLE) method. Several tests were conducted to ensure data validity and classical assumptions required in the analysis, which finally used path analysis to see the relationship between variables. The results of this study show that content marketing on Instagram has a strong and significant influence on purchasing decisions, both directly and through increasing purchase intention.