The effect of content marketing on sponsorship favorability

Abstract

Purpose The benefits and problems associated with firm-generated content (FGC) as a key driver of sponsorship effectiveness demand more research attention. Accordingly, the purpose of this paper is to consider the effect of content marketing on sponsorship-response favorability in the South African energy drink market. Design/methodology/approach It is theorized that in an FGC environment, sponsor factors, sponsorship factors and event factors drive sponsorship favorability. This notion is tested using a structural equations model among 18- to 35-year-olds. Findings The results show acceptable model fit and confirm the usefulness of understanding the effects of content marketing on sponsorship favorability. The authors also offer directions for future research. Practical implications The results suggest that FGC which is well-designed, packaged and presented can enhance the views of individuals regarding a sponsor – even if the brand operates in a background position as opposed to the conventional foreground position common in promotional material. Originality/value The current study considers content marketing in contexts that have largely been avoided so far, or have only featured on a very limited scale in the literature. This study was conducted in an emerging market, business-to-consumer and sponsorship context for the application of a content marketing strategy.

Nexus Between Online Marketing Strategies and Market Performance: A Critical Review of the Literature and Research Agenda

“…The use of Structural equation modelling (SEM) is applied by past Vol.11, No.15, 2019 109 lieratures from the previous studies. (Human, Hirschfelder, & Ne ,2018: Reimers, Chao, and Gorman, 2016: Baek and Morimoto, 2013: Lacey, 2012. This study reccomends the use of multiple regression method.…”

“…Saunders, Lewis and Thornhill (2009) combining different designs in one study enables triangulation in addition to increasing the validity of the findings to achieve optimal results. A five point linkert scale semi-structured questionnaire data collection method will be used whereby they will be administered via drop and pick unlike other studies which contradicts by using seven point linkert scale survey method (Human, Hirschfelder, &Ne, 2018 : Psomas, Kafetzopoulos andGotzamani, 2017).…”

“Custolytics”

“…The analysis of this huge data is carried out in a data warehouse where different business models are fed with this raw data to derive meaningful inferences that are used for critical business decision making (Yerpude and Singhal, 2017a, b, c, d). Customer analytics dashboard referred as customer 360 degree is one such example where the complete information of the customer is available in one screen along with the schemes that can be offered to the customer (Human et al , 2018). As per the industry experts on the panel who have witnessed the effect of business analytics, customer analytics can propel sales for the organization when utilized to the maximum.…”

Pelatihan Dalam Menetapkan Strategi Komunikasi Pemasaran Yang Tepat Untuk Produk Dan Jasa dari UKM

“…Tentu saja tidak semua alat berguna bagi usaha kecil dan menengah, untuk itu perlu pemahaman mengenai karakteristik, kekuatan dan kelemahan dari masing -masing alat tersebut. Misalnya para peserta perlu memahami kekuatan dan kelemahan iklan (Jiang & Wei, 2012), promosi penjualan (Human et al, 2018), word of mouth (Hidayanto et al, 2017), penjualan perorangan (Liu & Comer, 2007) dan pengalaman sebagai cara menyampaikan komunikasi pemasaran (Gallarza, Arteaga, Del Chiappa, & Gil-Saura, 2015;Pratomo & Magetsari, 2018).…”