Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications

Hollebeek, Linda D.; Macky, Keith

doi:10.1016/j.intmar.2018.07.003

Cited by 424 publications

(480 citation statements)

References 106 publications

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“…There are a number of approaches to identifying CE dimensions. Some researchers propose a unidimensional view of the construct (Sprott et al, 2009), others suggest a multidimensional perspective (Brodie et al 2011;Calder et al, 2009;Vivek et al, 2012;Harrigan et al, 2018;Hollebeek & Macky, 2019). Although various dimensions have been proposed, the majority of studies relates to Hollebeek's work (Brodie et al, 2011, 2013;Hollebeek & Chen, 2014), which conceptualizes CE as including three dimensions: cognitive, emotional, and behavioral.…”

Section: Consumer Engagementmentioning

confidence: 99%

“…Given its role in driving sustainable benefits for brands and potential company profit (Van Doorn et al, 2010), engagement was declared a research priority for 2016-2018 by the Marketing Science Institute (MSI, 2016). To understand how CE generates benefits for brands, recent focus has been placed on how specific brand contents work to create engagement (Kim et al, 2016;Schultz, 2017;Lee et al, 2018;Hollebeek & Macky, 2019). With the large variety of branded content available, including − but not limited to − display advertising, sponsored content, pictures, videos, and short movies (Mangold & Faulds, 2009), this is an ambitious and complex endeavour.…”

Section: Introductionmentioning

confidence: 99%

“…To optimize CE knowledge, research is still needed to understand how specific types of brand content strategies, such as brand storytelling, foster engagement (Maslowska et al, 2016). This understanding would guide content design to enhance consumers' cognitive, emotional, and behavioral engagement (Hollebeek & Macky, 2019).…”

Section: Introductionmentioning

confidence: 99%

“…Storytelling content is proliferating (Pera &Viglia, 2016), and is increasingly used as a strategic approach to brand content creation (Woodside et al, 2008). It is even argued that true brand content inherently tells a brand's story (Hollebeek & Macky, 2019). Brand strategies, indeed, increasingly rely on the power of stories (Gensler et al, 2013) to affect consumers' perceptions, feelings and actions (Escalas, 2004;Stern, 1994;Van Laer et al, 2014), for the benefit of brands (Escalas, 2004;Mossberg, 2008).…”

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

How stories generate consumer engagement: An exploratory study

Dessart

Pitardi

2019

Journal of Business Research

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Understanding how branded storytelling content impacts consumer engagement (CE) is needed to advance research in this topical field and better calibrate story elements. This paper aims to understand the interplay between branded storytelling content and CE, considering the different features of stories and the multidimensional nature of engagement. It takes a netnographic approach to a collection of consumer responses − close to 1,000 rich comments offered in four languages − to digital videos posted on YouTube by the brand Dove. Findings reveal that story plot, characters, and verisimilitude trigger consumer engagement by activating cognitive, emotional, and behavioral responses in a certain sequence and with variable intensities and valences. The results, as well, show the important interactive aspect of story-based engagement. The paper contributes to CE research by offering a framework linking branded storytelling with CE, which is applicable by managers to design effective storytelling content.

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Section: Consumer Engagementmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

How stories generate consumer engagement: An exploratory study

Dessart

Pitardi

2019

Journal of Business Research

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“…In the field of internet marketing, research shows digital content can impact audiences' cognitive, emotional, and behavioral engagement with various messages (Hollebeek and Macky, 2019). In online public engagement, audiences make their own choices of when to log in and interact with content versus messaging that interrupts their time.…”

Section: Introductionmentioning

confidence: 99%

A Pilot Qualitative Case Study of Agricultural and Natural Resources Scientists’ Twitter Usage for Engaging Public Audiences

Loizzo¹,

Jones²,

Steffen³

2019

Journal of Applied Communications

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Does digital content marketing affect tourism consumer behavior? An extension of technology acceptance model

Mathew

Soliman

2020

J of Consumer Behaviour

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With the rapidly dramatic environmental change and intensive competition, tourism organisations are required to adopt advanced marketing strategies and techniques. Recently, digital content marketing (DCM) has become one of the most prominent marketing tools that has substantial benefits and influences in different settings and domains. To this end, it is crucial to understand the effect of DCM on consumer behavior within the tourism context. Therefore, this research empirically examines an extended technology acceptance model (TAM) model to investigate and compare the influence of DCM on travel and tourism consumer behavior in two distinct countries in the Middle East and North Africa (MENA) region. A quantitative approach was adopted by collecting surveys from a convenience sample of 285 and 122 participants in Egypt and Oman, respectively. The findings of PLS‐structural equation modelling revealed that the TAM major constructs were good elucidating the attitude and behavior toward using of DCM for tourism purposes. It is also found that perceived enjoyment and perceived convenience are antecedents of customers' attitudes, which in turn, influence their intention and behavior of using DCM to buy or select a certain tourism product/service. The current study contributes to knowledge of DCM literature in the tourism field in general and within the MENA region in particular. It also adds to studies on TAM and digital technologies by extending two critical constructs related to tourism consumer behavior. The practical implications will greatly support tourism marketers and authorities to develop their tourism strategies and marketing activities. Future research can be expanded to study different target groups comprehending region differences.

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Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications

Cited by 424 publications

References 106 publications

How stories generate consumer engagement: An exploratory study

How stories generate consumer engagement: An exploratory study

A Pilot Qualitative Case Study of Agricultural and Natural Resources Scientists’ Twitter Usage for Engaging Public Audiences

Does digital content marketing affect tourism consumer behavior? An extension of technology acceptance model

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