市场调研
内容营销
营销
内容分析
数字营销
市场营销学
定量营销研究
市场营销管理
业务
关系营销
营销投资回报率
社会学
社会科学
作者
Jitpisut Bubphapant,Amélia Brandão
摘要
Abstract Given the importance of content that integrates into consumers' daily lives, marketing academics are becoming more interested in content marketing. Although academics have studied digital marketing research for decades, their understanding of content marketing remains limited. The purpose of this study is to perform a comprehensive review of the existing literature on content marketing and an equally comprehensive research analysis in the field. Accordingly, the study synthesizes 112 items of content marketing literature, using bibliometric analysis and the TCCM framework, to examine the evolution of content marketing research over the last 7 years (2015–2021). Furthermore, the study also develops an integrated conceptual framework, showing antecedents, mediators, moderators, and consequences of content marketing. 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 this area of study. This comprehensive literature study adds to the body of knowledge on content marketing.
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