research articles on content marketing

While not a mature field yet, the body of knowledge of content marketing has grown over the last 12 years since the first scholarly paper about content marketing by Rowley (2008).Although some confusion about content marketing remains, more recent studies across different disciplines have focused on how content marketing influences online consumer behavior and the mechanisms used to achieve ...

While prior content marketing research focused on this argument [e.g., 3], we also introduce the compliance with normative content quality criteria (such as diversity of viewpoints or impartiality) as a novel content production context factor that positively influences content marketing effectiveness. From this perspective, the integration of ...

This systematic review demonstrates that content marketing research continues to develop because of emerging technologies and online platforms, which provide opportunities for enhancing content strategies and practices. Finally, the paper suggests certain areas that have been neglected but which would lead to further investigations that advance ...

Content marketing provides information to consumers from giving answers to consumers (Keller, 2003). For consumers, such information is of high quality, educational significance and help to purchase decisions . Therefore, content marketing can be regarded as an extension of the enterprise service system.

Porto, Portugal. Email: [email protected]. Abstract. Given the importance of content that integrates into consumers' daily lives, market-. ing academics are becoming more interested in ...

College of Art and Technology, Kuala Lumpur, Mal aysia. Abstract. Content marketing evolves to be a powerful marketing tactic in the digital, fast moving, information driven world. It is not a new ...

1 INTRODUCTION. The exponential growth of social media during the last decade has drastically changed the dynamics of firm-customer interactions and transformed the marketing environment in many profound ways.1 For example, marketing communications are shifting from one to many to one to one, as customers are changing from being passive observers to being proactive collaborators, enabled by ...

recommendations of effective content marketing practices, based on s cientific research of their. effectiveness and adequate use in the different touch points of the digital customer journey. With ...

In a world where traditional advertising gets a decreasing share of marketing budgets, companies seek new ways to engage their target audiences. In the intersection between paid, owned and earned media, content marketing has quickly become an industry buzzword. However, as a rising phenomenon, content marketing is a relatively unexplored area for academic research and the term itself lacks ...

The amount of research related to Internet marketing has grown rapidly since the dawn of the Internet Age. A review of the literature base will help identify the topics that have been explored as well as identify topics for further research. This research project collects, synthesizes, and analyses both the research strategies (i.e., methodologies) and content (e.g., topics, focus, categories ...

Content marketing plays an important role in the success of marketing communications. Aspects of the literature has argued that the use of emotions in the message significantly affects consumer behavior. The study by Hutchins et al. (2018) analyzed the marketing content of eleven B2B companies. It was found that using emotions in content ...

Research Article. Content marketing strategy of branded YouTube channels. Rang Wang a Department of Advertising, University of Florida, Gainesville, USA Correspondence [email protected] ... As content marketing becomes a viable approach to build brands and connect with consumers, this study assessed top brands' content marketing strategy on ...

Also, authors of studies in the final sam-ple represent most continents, showing the growth of global scholarly interest in the topic (Table 1). This scoping review synthesizes the fragmented evidence about what we know about the effect of content marketing in the context of online consumer behavior over 12 years.

Journal of Marketing Research ( JMR) delves into the latest thinking in marketing research concepts, methods, and applications from a broad range of scholars. It is included in both the Financial Times top 50 business journals and the University of Texas at Dallas research rankings journal list. Learn more about the editorial mission here.

1. Modern consumers prefer informational content over intrusive Ads. Years back, the Content Marketing Institute found that 70% of consumers prefer to learn about a product or service via an article rather than an ad.. This is still true today because 44% of buyers consume three to five pieces of content before engaging with a vendor.. These stats suggest consumers like me would actively avoid ...

Journal of Marketing Research (JMR) is a bimonthly, peer-reviewed journal that strives to publish the best manuscripts available that address research in marketing and marketing research practice.JMR is a scholarly and professional journal. It does not attempt to serve the generalist in marketing management, but it does strive to appeal to the professional in marketing research.

That theme emerged from Content Marketing Institute/MarketingProfs' B2B Content Marketing Benchmarks, Budgets, and Trends: Insights for 2023 research report sponsored by ON24 and released today. Consider this: 71% of the B2B marketers surveyed say content marketing has become more important to their organization in the last year. 71% of B2B ...

Content Marketing is, in short, providing. consumers with information that is interesting, useful, problem- solving, entertaining or in some. way beneficial to the consumer rather than an attempt ...

RESEARCH ARTICLE Determinants of content marketing effectiveness: Conceptual framework and empirical findings from a managerial perspective ... Third and in doing so, we might help to move the research on content marketing PLOS ONE Determinants of content marketing effectiveness: Conceptual framework and empirical findings PLOS ONE | https ...

New research into B2B content marketing trends for 2024 reveals specifics of AI implementation, social media use, and budget forecasts, plus content success factors. Marketers talk AI, common challenges, best results, and more in the 14th annual B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2024.

Ferran Adrià, chef at legendary Barcelona-based restaurant elBulli, was facing two related decisions. First, he and his team must continue to develop new and different dishes for elBulli to guarantee a continuous stream of innovation, the cornerstone of the restaurant's success. But they also need to focus on growing the restaurant's business.

A new study led by the Virginia Tech's College of Agriculture and Life Sciences reveals that market-ready steers can maintain meat quality and yield even when fed lower-cost, low-input maintenance diets for longer periods than previously understood. The finding is especially useful to cattle producers and feedlot operators during times of market unpredictability and processing slowdowns such ...

The purpose of this paper is to decide, based on the analysis of presented issue, how important is global marketing strategy for communication with customers. Presented paper consists of four ...

This is due to the fact that 'consuming in shops' is changing to 'online consuming'. Companies are using different online marketing strategies to attract prospective buyers. Different tools and techniques are used to influence the purchasing decision of consumers. This case study on online marketing, research through survey and analysis ...

West spent eight years at Xbox as a part of its marketing and product division before he left for Netflix to head various marketing teams. He returned to Microsoft in 2019 as Xbox's chief ...

The Role of Heritage Connection in Consumer Valuation. Katherine L. Christensen. Suzanne B. Shu. Preview abstract. Restricted access Research article First published September 20, 2023 pp. 571-586. xml GET ACCESS. Table of contents for Journal of Marketing Research, 61, 3, Jun 01, 2024.

Global Market Trends. The market for flow cytometry has grown significantly over the last several years and is expected to do so in the future. The main causes of this expansion are: Increased Research and Development; One major motivator is the ongoing research in areas like immunology, cancer, and stem cells.