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Digital content marketing consumption motives in the age of social media: an investigation of relational and monetary outcomes

社会化媒体 独创性 品牌社群 显著性(神经科学) 消费(社会学) 背景(考古学) 营销 广告 业务 价值(数学) 社交媒体营销 数字营销 品牌管理 社会学 心理学 社会心理学 政治学 计算机科学 社会科学 古生物学 机器学习 创造力 法学 认知心理学 生物
作者
Ernest Emeka Izogo,Mercy Mpinganjira
出处
期刊:Aslib journal of information management [Emerald (MCB UP)]
卷期号:76 (2): 353-378 被引量:6
标识
DOI:10.1108/ajim-07-2022-0347
摘要

Purpose Although digital content marketing (DCM) research and industry-wide expenditure is growing very rapidly owing to the positive outcomes associated with this new pull marketing strategy, research has not completely mapped how DCM activities can be optimized in the social media brand community context. This paper seeks to understand how social media DCM activities can be optimized to achieve greater relational and monetary outcomes for different products. Design/methodology/approach A structural equation modeling procedure was used to analyze 416 survey responses obtained from members of Facebook brand communities in South Africa. Findings The results reveal that social media DCM consumption motives exert significant differential effects on both relational and monetary marketing outcomes in search and experience product contexts while also demonstrating the mechanism through which social media DCM consumption motives lead to contributing social media engagement behaviors. Practical implications The study findings call for the need for firms to understand the motives that drive the consumption of DCM in social media brand communities. Specifically, marketers of search products should deploy more of hedonic contents such as images while simultaneously keeping highly textual DCM to a minimum in Facebook brand communities as this works better for experience products. Finally, more authentic SM-DCM activities that effectively address the authenticity SM-DCM consumption motive can result from the DCM activities of social media opinion leaders and genuine consumer–brand interactions in the context of Facebook brand communities. Originality/value This paper broke new grounds in three unique directions in terms of: (1) the relative salience of SM-DCM consumption motives in enhancing WTP and different aspects of SMBE; (2) the contextual influence of product type on SM-DCM activities optimization and (3) the mechanisms that underlie the effects of SM-DCM consumption motives on contributing SMBE in the Facebook brand community context.

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