Branded Content e engajamento do consumidor no Facebook: análise no varejo Omnichannel

Barreto, Lucas Silva; Freitas, Vérica; Paula, Verônica Angélica Freitas de

doi:10.5585/remark.v19i3.15949

Cited by 3 publications

(2 citation statements)

References 2 publications

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“…Therefore, there is a need to understand the strategies for producing online content to increase its effectiveness. Posting branded content is a strategy that accounts for nearly 94% of customer engagement (Barreto et al , 2020). Branded content is not a new development in the marketing literature; it is an altered form of traditional advertising aligned with current needs (Castillo-Abdul et al , 2020).…”

Section: Introductionmentioning

confidence: 99%

“…Branded content, by its nature, seeks a connection with customers; this connection can be exhibited through customer engagement (Chan-Olmsted et al ., 2018). Further, as a part of the marketing strategy, branded content aids in intensifying customer engagement (Barreto et al , 2020; Cuevas-Molano et al , 2021) and customer experience (Waqas et al , 2021).…”

Section: Introductionmentioning

confidence: 99%

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Modelling the factors impacting customer engagement for branded content in healthcare

Chauhan,

Sindhu,

Mor

2023

IJPHM

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Purpose In this global digital era, health-care companies are increasing their presence on the internet through branded content that serves as a connecting link between customers and brands. However, there is a limited understanding of branded content’s impact on customers. Thus, this paper aims to empirically analyse customer engagement for branded content in the health-care sector. Design/methodology/approach The factors impacting customer engagement for branded content were identified and analysed using the Decision-Making Trial and Evaluation Laboratory approach to get their significance and the cause and effect relationship. Findings It emerged that co-creation is the most significant factor, having a substantial relationship with all other factors. It is substantiated that health-care companies can increase the intensity of customer engagement by delivering more authentic and relevant content and having an appealing look in a time-bound manner. This will increase the usefulness and entertaining value of the content. Originality/value The research findings contribute to the customer engagement dimension in the health-care sector and help the companies construct effective branded content leading towards higher customer engagement.

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Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Modelling the factors impacting customer engagement for branded content in healthcare

Chauhan,

Sindhu,

Mor

2023

IJPHM

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Comportamiento de compra del consumidor retail frente al uso de herramientas digitales en pandemia

2021

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El consumidor sufre cambios de manera constante, debido a factores del entorno que influyen en su comportamiento de compra, por ello, el objetivo del presente estudio se centra en analizar el comportamiento de compra del consumidor retail frente al uso de herramientas digitales en la ciudad de Machala durante la pandemia COVID-19. Dado que la presente investigación es de carácter cualitativa, se aplicó como herramienta de recolección de datos la técnica del grupo focal, además del análisis e interpretación de fuentes secundarias. La sesión se llevó a cabo de manera on line y estuvo conformada por consumidores de la ciudad de Machala del sector retail, con un rango de edad entre 26 y 45 años pertenecientes al género masculino y femenino. Como resultado, se determinó que para los clientes del sector retail, el uso de medios digitales tomó importancia durante la crisis sanitaria, lo que influyó a la aceleración del e-commerce, es así, que dichas plataformas se convirtieron en los principales medios para mantener la relación de compra y venta entre el cliente y la empresa. De este modo se concluye, que el comportamiento de compra del consumidor mediante estos procesos fue en base al miedo de contagio y la agilidad de compra en las aplicaciones.

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Why Good Marketing Can Be Turned Into Art

Martínez

Sebastián

2023

Big Data Marketing Strategies for Superior Customer Experience

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The art world is getting wider and more subjective. As for the link with advertising, since its inception in the first half of the twentieth century, these have evolved hand in hand. It has not been until relatively recently when this link appeared as connected to marketing via creativity. Through multiple strategies, marketing manages to give a current approach to advertising through new associations between ideas and concepts. In this research the evolution of the three disciplines is set from definition. With a content analysis of several advertising pieces awarded with industry recognition and with a description of the creative attributes that make an advertising piece a work of art. The results of this research allow us to determine what are the creative attributes of branded content that have remained almost unchanged in recent years; from this, a model can be proposed that defines the most representative creative pattern of these tactics, since they offer entertaining content with varying degrees of emotional appeal based on experiential and functionally promoted media.

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Branded Content e engajamento do consumidor no Facebook: análise no varejo Omnichannel

Cited by 3 publications

References 2 publications

Modelling the factors impacting customer engagement for branded content in healthcare

Modelling the factors impacting customer engagement for branded content in healthcare

Comportamiento de compra del consumidor retail frente al uso de herramientas digitales en pandemia

Why Good Marketing Can Be Turned Into Art

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