International Journal of Management and Economics Fundamental
42
https://theusajournals.com/index.php/ijmef
VOLUME
Vol.05 Issue01 2025
PAGE NO.
42-49
10.37547/ijmef/Volume05Issue01-08
Content marketing and brand awareness
Ahmed Mankhi Gshayyish
Al-Muthanna University/ Iraq
Received:
18 October 2024;
Accepted:
21 December 2024;
Published:
21 January 2025
Abstract:
Digital marketing is growing in significance from year to year in the age of digital progress as a
component of marketing strategies used by businesses of all shapes and sizes. This necessitates content marketing
since the effectiveness of an organization's online consumer communications is mainly dependent on the calibre
of its content marketing. Enhancing the quality of content marketing is necessary in this situation, and digital
marketers must analyse the effectiveness of focused content marketing to modify their material and select the
most effective promotion strategy.
The purpose of this study was to examine the company's use of content marketing in social media communities,
the audience's interactions with the brand, and the company's brand awareness. The study employed statistical
methods to scrutinize approximately (208) customer opinions for the ALWatani Internet Company, utilizing the
AMOS.V.24 program and the SPSS.V26 program to analyze the questionnaire. The results showed an impact of
content marketing on brand awareness. These categories offer ample evidence of how content marketing can
effectively introduce, raise awareness, and familiarize consumers with the brand through the achieved results.
Keywords:
Marketing, content marketing, brand, brand awareness.
Introduction:
Content marketing is a marketing
strategy aimed at attracting customers and
encouraging them to take a specific action by providing
valuable and useful content. Digital channels such as
websites, social media, and email publish content,
which can be taken the form of articles, blogs, videos,
image, even live broadcasts. Content marketing varies
between informational, entertaining, emotional, and
interactive types, and the success of the content
depends on the ability to understand the audience's
interests and target them in a way that meets their
needs. Informational content aims to satisfy the
curiosity of the mind and provide the audience with
useful and comprehensive information about a specific
product or service, while entertaining content
combines information and entertainment in an
enjoyable and engaging way. This content takes the
form of humorous videos, short stories, or even
interactive contests, and it greatly encourages
customer engagement with the brand. Emotional
content specifically targets human feelings and
emotions. This content can be inspiring, moving, or
even humorous as well, while interactive content
allows the audience to participate and engage directly
with the brand. This content can take the form of
surveys, competitions, or even interactive games.
Content marketing aims to build a strong and
sustainable relationship between the brand and its
target audience.
Study Problem
: Currently, brands vary and compete
with each other in attracting customers through
various methods and means, including offering
products and services that meet and satisfy the diverse
needs of the customer. They also employ alternative
methods, such as content marketing on social media,
to draw in customers and foster brand loyalty.
Therefore, the research question emerges: "To what
extent does content marketing contribute to increasing
customer awareness of a specific brand, and what
factors affect this relationship? The questions listed
below can also be asked:
1. The extent of organizations' understanding of the
content marketing idea in the business under
investigation.
2. What effect does content marketing have on brand
awareness?
International Journal of Management and Economics Fundamental
43
https://theusajournals.com/index.php/ijmef
International Journal of Management and Economics Fundamental (ISSN: 2771-2257)
3. Is there a correlation between content marketing
and brand awareness?
The importance of the study: The significance of the
research is demonstrated by the following:
1. Content marketing's effect on brand awareness and
its significance as a research variable are highlighted.
2. Defining content marketing and its impact on the
organization's brand awareness. Defining content
marketing and its impact on the organization's brand
awareness.
Study objectives: The study is designed to achieve the
following objectives:
1. Exposition of the study variables denoted by content
marketing and brand awareness.
2. Diagnosing the fundamental dimensions of content
marketing variables and their impact on brand
awareness of the ALWatani Internet Company.
3. Testing the relationships of impact and correlation
between the research variables.
The hypothetical framework of the study:
Figure 1: Study Hypothesis
The main study hypothesis
: Based on the hypothetical
model and testing its variables, the following
hypothesis was formulated:
1. Brand awareness is significantly influenced by
content marketing. From this hypothesis, the
subsequent sub-hypotheses are derived.
- Brand awareness is significantly influenced by
informational content.
- Brand awareness is significantly influenced by
entertaining content.
-Brand awareness is significantly influenced by
emotional content.
-Brand awareness is significantly influenced by
interactive content.
Statistical analysis
: The researcher employed a
collection of statistical methods that were accessible in
the statistical software (Amos v.24) and (SPSS v.26) to
analyze the data. and obtain accurate results that can
help achieve the goal and precision. These methods
include Cronbach's alpha and descriptive statistics such
as mean and standard deviation. Additionally, the
structural equation modelling equation (SEM) and the
straightforward linear regression coefficient.
Measurement tool
: The study's measurement tool
consists of two main variables, and a five-point Likert
scale was used. Clarity and precision were taken into
account when formulating the scale items to provide a
high ability to understand the variables and the
objective.
Study population and sample
: The study population
consists of a sample of customers from ALWatani
Internet Company, with a sample size of 208, deemed
valid for analysis.
Theoretical framework:
Content marketing:
The concept of content has its
roots in the publishing world where words, images, and
animations have significance and meaning, and are
engaging enough for the intended audience to seek out
the publishing outlet, be it a radio station, television
channel, magazine, or newspaper. Digital content
marketing, on the other hand, has a somewhat
different definition of content, which is described as
what the visitor visits your website to read, learn, see,
or experience (Holliman & Rowley, 2014:4).
The growth of digital marketing was one of the major
shifts in traditional marketing, necessitating a
reevaluation of marketing tactics for businesses hoping
to stay competitive in the new digital era. As a result,
content marketing is becoming the most crucial
component of digital marketing and the secret to a
successful online campaign. The Content Marketing
Institute defines content marketing as the marketing
and business process of producing and disseminating
valuable and pertinent content in order to draw in,
acquire, and interact with a precisely defined and
International Journal of Management and Economics Fundamental
44
https://theusajournals.com/index.php/ijmef
International Journal of Management and Economics Fundamental (ISSN: 2771-2257)
comprehended target audience in order to generate
profitable customer action, despite the fact that there
is no widely agreed-upon definition of the term
(Baltes,2015:112).
However,
unlike
promoting
products or services, content marketing is a way for the
brand to create and distribute relevant and valuable
brand content (Plessis,2017:2) According to the
information Marketing Institute, it is a marketing
strategy that involves producing and disseminating
worthwhile, pertinent, and consistent information in
order to draw in and grow a target audience and
encourage lucrative consumer behaviour. (Ansari et
al,2019:6). Customers and brands are impacted by the
social transmission of content and information, and
their interactions with one another in online and offline
settings influence their views, preferences, and
ultimately
their
purchase
behaviour
(Vinerean,2017:92).
According to Rowley (2008), content marketing is a
management process where the organization
identifies, analyzes, and meets customer demand to
achieve profit using digital content distributed through
electronic channels (Kee & Yazdanifard,2015:1055).
Which is also considered a tool for creating value and
high returns alongside financial means for distributing,
attracting,
engaging,
acquiring,
and
retaining
customers (Chan & Astari,2017:226). The customer
searches for information related to purchasing through
various means, including those connected to the
internet. Therefore, it is easy to capture the market by
providing extensive information to customers. Thus,
the key to content marketing is to offer valuable
content
to
customers
(Weerasinghe,2018:218).
Because of its unique benefits, the content is therefore
made to be desirable or engaging for consumers, who
will voluntarily consume it. Brands can increase their
customer base's awareness and credibility and sustain
a relationship with them by disseminating this kind of
content across multiple platforms. This increases the
likelihood that customers will become loyal to the
company (Rowley,2008:522).
Content marketing goals:
A review of publications found that engaging and
immersing the audience is crucial for achieving the
specific objectives of content marketing. Providing
knowledge to the audience in order to inspire and
empower them is one of the objectives of content
marketing. Thus, it can be seen that content marketing
focusses on customer immersion, interaction,
knowledge delivery, and connection development in
addition to stimulating customers.
customer retention, loyalty creation, and providing
long-term benefits through credibility in dealings and
information dissemination (Dilys et al,2022:51).
Without content, social media marketing cannot
function effectively since businesses can exchange and
distribute content to their clientele. Effective and
worthwhile
content
promotes
social
media
involvement and engagement, which is essential for
social media marketing initiatives, It focuses on
creating and distributing valuable, relevant, and
consistent content to attract and retain the target
audience
for
profitability(Ahmad
et
al,2016:332).Content
marketing
provides
new
opportunities for organizations to communicate with
their target audience and its popularity has increased
today due to the digital transformation which has
allowed for brand awareness and loyalty (Kus,2016:45).
As Pulizzi (2012) defined the purpose of content
marketing as follows (Ansari et al, 2019:6):
• Enhancing the customer's perspective.
• Sales and lead generation.
• Customer engagement.
• Brand awareness.
• Enthusiastic followers, fans, and subscribers.
Dimensions of content marketing:
Many researchers measure content marketing using
the following four main dimensions:
• Informational content
. Content marketing creates
value by providing useful information about the brand,
Additionally, content marketing data supports firms'
endeavours to build enduring connections with
prospective clients and turn them into paying
consumers. Instead, by teaching consumers how to use
the offered knowledge, content marketing can
strengthen the bonds already existing between the
company and its customers and give them the
impression that they are making well-informed
decisions about what to buy (Lou et al,2019:776). The
cognitive value is described as the benefits obtained
through customers' exposure to new information and
knowledge during the consumption process (Lou &
Xie,2020:5). In general content marketing provides
information to the target market or audience, and this
information is characterized by accuracy, credibility,
and modernity (Forrest,2019:412).
• Entert
ainment content
. Content marketing is a
marketing strategy that requires skills to develop
content through the creation of written, video, and
audio content (Khasanah et al,2024:1658). Therefore,
entertaining content uses immersive storytelling
techniques and collaborative elements, along with
enjoyable and stunning entertainment by content
marketers, to create immersive connections with users,
enhance brand loyalty, and build a strong relationship
International Journal of Management and Economics Fundamental
45
https://theusajournals.com/index.php/ijmef
International Journal of Management and Economics Fundamental (ISSN: 2771-2257)
with the customer (Alsoud et al,2024:2). Entertainment
content meets the diversity of users' spiritual and
cultural needs, which engages the mind for easy
acceptance (Hu & Tang,2022:2).
• Emotional content
. The aim of giving content an
emotional connection is to ensure that the interaction
with the customer is accompanied by personal
emotional factors, making the product or service
resonate with consumers through relevant storytelling
content, thereby enhancing consumption more
effectively. (wu et al,2024:38). Therefore, emotional
content has the ability to influence consumer behavior
and their perception of brands (Tabrizi &
Ibrahimli,2024:7).
• Interactive content
. Interactive content helps
potential customers make more informed decisions
and raises the possibility of doing so in the brand's
favors, as interactive content in turn increases the level
of customer engagement (Ling et al,2024:112). Content
marketing is a way for a brand to create and distribute
relevant and valuable content (brand information) to
use online content marketing to attract and involve the
target audience, Online stories are produced and
disseminated to educate and engage target consumers,
influencing their decision to buy and, ultimately, their
level of happiness.
. (Jan et al,2020:339).
Brand awareness
: Buyers have become more
conscious, and therefore they only purchase well-
known brands that meet their requirements, thus
companies' desire to advance beyond their
competitors can be achieved by enhancing consumers'
willingness to buy their own brand products.
Macdonald and Sharp (2000) discovered that while
consumers are inclined to acquire renowned products,
their perception significantly influences the purchasing
choice. When buyers plan to purchase a product, the
foremost consideration is the brand name, signifying
brand awareness. (Shabbir et al,2017:418). Brand
awareness refers to the level of consumer recognition,
acceptance, and recall of the brand in any case,
according to Aaker (1991) brand awareness is the
potential buyer's ability to recognize or remember the
brand
in
any
specific
product
category
(Bilgin,2018:132).
Brand awareness serves as the foundation for building
brand equity, as the brand name creates a lasting
impression
in
the
minds
of
consumers
(Huang,2012:94). Therefore, people view brand
awareness as a way to become familiar with and
accustomed to the brand name, remember it, and
recognize it (Barreda et al,2015:600). From the
definitions provided above, it can be concluded that
brand awareness means recognizing its existence and
its relation to a specific prod
uct (Świtała et al, 2018:99).
Customers develop brand awareness via the internet,
newspapers, radio, and other media. When a customer
acknowledges the strengths and weaknesses of a
brand, this awareness mitigates the risks in product
selection and links the customer's brand recognition to
the brand they desire to possess. (Abbas et al,2021:5).
Brand awareness plays a crucial role in the interaction
process when communicating with others, requiring a
high level of understanding (Zia et al,2021:1095).
The Practical Side of Research:
Coding variables and stability analysis
: table (2) show
the elements the measuring instrument, the quantity
of items associated with each research variable, and
their respective sources. A five-point Likert scale was
used. To enhance the understanding of factors and
objectives when drafting metric paragraphs, clarity and
accuracy were taken into account. The researcher
verified the dependability and stability of the research
utilizing the Cronbach index. approach. The reliability
coefficient of the measurements determined using the
Cronbach's alpha coefficient. The values of Cronbach's
alpha range from 0.873 to 0.710, indicating statistically
acceptable values in administrative and behavioral
research., as they exceed the threshold of 0.70. This
indicates that the measurement instruments utilized in
the research exhibit reliability and internal consistency.
Table 2: Coefficient for Alpha Cronbach Research and Coding
main
variables
code
Alpha
Cronbach
sub-
dimensions
number of
paragraph
s
code
Alpha
Cronbach
Source
Content
marketing
CM
0.873
Informative
content
4
INFOR
0.784
(Wu et al,2024:35)
Entertainmen
t content
3
ENT
0.751
Emotional
content
3
EMOT
0.775
Interactive
content
3
INTE
0.710
International Journal of Management and Economics Fundamental
46
https://theusajournals.com/index.php/ijmef
International Journal of Management and Economics Fundamental (ISSN: 2771-2257)
brand
awareness
BA
0.761
3
(Jacob,2021:11)
Statistical description
: This paragraph will describe,
analyze, and interpret the outcomes of the applied
study by reviewing the answers of the research sample
to all sections of the research instrument.
Consequently, the researcher employed descriptive
statistical analysis, including calculation method s and
Standard Deviations, for assessing the level, direction,
& relative importance of the responses utilizing SPSS
version 26. Amos 26. Table (3) shows that the mean
value of the content marketing variable is (3.41), and
the standard deviation is .534. It shows the consistency
of responses among individuals in the sample.
Moreover, the achieved consensus among the research
participants on these variables particularly significant
at the measurement. The first aspect, called
Informative content, consists of four paragraphs, and
its mean value is (3.27), with a standard deviation of
(.582). This shows that there is significant agreement
among the study sample members on this aspect, with
the mean for the Entertainment content measure being
3.34 and the estimated standard deviation being (.707).
Among the members of the research sample,
significant agreement was achieved on this aspect; for
the three -paragraph aspect of Emotional content, the
mean was (3.23), and the estimated standard deviation
was (.530). The fourth aspect of Interactive content,
and its mean value is (3.79), with a standard deviation
of (.615). This shows that there is significant agreement
among the members of the studied sample on this
aspect, as confirmed by the arithmetic mean. In
contrast, Furthermore, it demonstrates that the
individuals' agreement on this dimension was elevated,
particularly concerning the variable related to the
brand awareness, with a total computed average of
(3.75) This dimension and standard deviation of (.654)
show a high level of agreement among the research
sample individuals about this measure.
Table (3): Mean, standard deviations, directions, and importance of components for measurements
Dimensions and variables
mean
SD
answer direction
importance
Informative content
3.27
.582
agree
3
Entertainment content
3.34
.707
agree
2
Emotional content
3.23
0
.53
agree
4
Interactive content
3.79
.615
agree
1
variables Content Marketing
3.41
.534
agree
2
variable brand awareness
3.75
.654
agree
1
Source: Based on the outputs of SPSS vr.26, prepared by a researcher
Hypothesis test
: the researcher used two statistical
techniques to observe strength of correlations
between the research variables, referring to the
relationship matrix (simple Pearson correlation
coefficients). Additionally, a structural equation
modeling (SEM) approach is used, which is the primary
statistical tool for assessing the fit of the data to the
proposed research model across various statistical
indicators.
Correlation hypothesis test
: First hypothesis: The first
hypothesis states: "There is a correlation between
content marketing and brand awareness. The
researcher, as shown in Table No. (4), uses statistical
software to extract the correlation matrix between
content marketing variables and brand awareness and
table 4 shows a direct and ethically significant
correlation at the 1% level between the content
marketing and the brand awareness. Simple correlation
coefficients (0.810) were established. This result
confirms the validity of the initial research hypothesis.
Table: (4) Correlation Coefficient between
content marketing
and
brand awareness
INFOR
ENT
EMOT
INTE
CM
BA
INFOR
1
ENT
.666
**
1
EMOT
.706
**
.722
**
1
INTE
.744
**
.770
**
.748
**
1
International Journal of Management and Economics Fundamental
47
https://theusajournals.com/index.php/ijmef
International Journal of Management and Economics Fundamental (ISSN: 2771-2257)
CM
.868
**
.899
**
.880
**
.916
**
1
BA
.621
**
.739
**
.687
**
.831
**
.810
**
1
Impact
hypothesis
:
For
evaluating
influence
hypothesis. The researcher uses a structural model
applying the structural equation modeling (SEM.)
methodology using AMOS version 26. as stated below:
The first hypothesis suggests that content marketing
influences
brand
awareness.to
evaluate
this
hypothesis, a model was created showing the
correlation between the content marketing variable
and the brand awareness, using structural equation
modelling in AMOS.v.26, as shown in Figure (2) below.
In accordance with the subsequent sub-hypotheses:
Figure 2: Impact of
content marketing
on
brand awareness
The first hypothesis: there is a statistically significant
relationship between informative content and brand
awareness, this is supported by the data presented in
table (4) and figure (2). These data show a significant
influence of the informative content dimension on the
brand awareness variable, supported by an impact
factor (.697) and a critical ratio. (11.390). While the
second hypothesis showed There is a statistically
significant
relationship
between
Entertainment
content and the brand awareness; this is supported by
the data presented in table (4) and figure. (2). These
data show a significant influence of the Entertainment
content dimension on the brand awareness variable,
supported by an influence coefficient of (.683) and a
critical ratio. (15.764). and The Third hypothesis: As
shown in table (4) and figure (2), there is a statistically
significant relationship between emotional content
and brand awareness; the influence factor (.847) and
the critical ratio confirm this. (13.601).
Table: 5 Impact of
content marketing
on
brand awareness
The path
Standardized
Regression Weights
Estimate
S.E.
C.R.
P
BA
<---
INFOR
.621
.697
.061
11.390
***
BA <--- ENT
.739
.683
.043
15.764
***
BA <--- EMOT
.687
.847
.062
13.601
***
BA <--- INTE
.831
.882
.041
21.470
***
BA <--- CM
.810
.860
.032
26.704
***
While the Fourth sub-hypothesis: Showed There is a
statistically significant relationship between Interactive
content and the brand awareness, this is supported by
the data presented in table (4) and figure. (2). These
data show a significant influence of the Pleasure
measurement on the brand awareness variable,
International Journal of Management and Economics Fundamental
48
https://theusajournals.com/index.php/ijmef
International Journal of Management and Economics Fundamental (ISSN: 2771-2257)
supported by an impact factor (.882) and a critical ratio.
(21.470). and The Fifth hypothesis showed There is a
statistically significant relationship between content
marketing and brand awareness. table (4) and figure (2)
show data indicating a significant influence of the
content marketing measure on the brand awareness,
with an influence coefficient of (.860) and a critical
ratio. (26.704).
CONCLUSIONS AND RECOMMENDATIONS
Conclusions
The results showed a positive correlation between the
dimensions of content marketing and brand awareness
for ALWatani Internet Company. And This suggests that
the organization is working to encourage its customers
to interact, respond, and become familiar with the
brand through various content means. The results
showed that entertaining content plays a significant
role in customer engagement and immersion in the
content provided by the organization, through which
they can become acquainted with the brand. As we
conclude, the valuable and engaging content produced
attracts attention and enhances interaction between
customers and the company, leading to increased
awareness of it. Content marketing facilitates
interaction and communication with consumers.
Brands can use different platforms to communicate
directly with their audience, encouraging feedback,
comments, and discussions. Moreover, two-way
communication not only enhances brand loyalty but
also encourages consumers to share content within
their networks. As a result, the brand's message
reaches a wider audience, thereby increasing its
visibility and overall awareness.
Recommendations
We are working on differentiating the content provided
by the organization to ensure it is appropriate and
reflects the direction the organization wants to convey
to its customers. The content should clearly outline the
features of the product or service and the message
intended for the target audience, as well as introduce
the brand. The study also recommends focusing on the
various dimensions of content marketing and working
on utilizing them to convey the brand's content to
customers. Through informational content, the
ALWatani Internet Company can deliver all useful
information about the brand, which enhances the
establishment of a long-term relationship with the
organization by making appropriate decisions based on
clear and explicit information. The study encourages
the use of entertaining content to attract new
customers through video or text segments. The study
also recommends using emotional content, which can
enhance customers' perception of the brand and
increase their attraction to it. Content should be
distributed across multiple channels such as blogs,
podcasts, videos, and various content marketing, which
helps reach a wider audience and increase awareness
of the ALWatani Internet Company brand and the
products or services it offers to customers.
REFERENCES
Abbas, U., Islam, K. A., Hussain, S., Baqir, M., &
Muhammad, N. (2021). Impact of brand image on
customer loyalty with the mediating role of customer
satisfaction and brand awareness. International Journal
of Marketing Research Innovation, 5(1), 1-15.
Ahmad, N. S., Musa, R., & Harun, M. H. M. (2016). The
impact of social media content marketing (SMCM)
towards brand health. Procedia Economics and
Finance, 37, 331-336.
Alsoud, M., Trawnih, A., Yaseen, H., Majali, T. E.,
Alsoud, A. R., & Jaber, O. A. (2024). How could
entertainment content marketing affect intention to
use the metaverse? Empirical findings. International
Journal of Information Management Data Insights, 4(2),
100258.
Ansari, S., Ansari, G., Ghori, M. U., & Kazi, A. G. (2019).
Impact of brand awareness and social media content
marketing on consumer purchase decision. Journal of
Public Value and Administrative Insight, 2(2), 5-10.
Baltes,
L. P. (2015).
Content marketing-the
fundamental tool of digital marketing. Bulletin of the
Transilvania University of Brasov. Series V: Economic
Sciences, 111-118 Baltes, L. P. (2015). Content
marketing-the fundamental tool of digital marketing.
Bulletin of the Transilvania University of Brasov. Series
V: Economic Sciences, 111-118
Barreda, A. A., Bilgihan, A., Nusair, K., & Okumus, F.
(2015). Generating brand awareness in online social
networks. Computers in human behavior, 50, 600-609.
Bilgin, Y. (2018). The effect of social media marketing
activities on brand awareness, brand image and brand
loyalty. Business & management studies: an
international journal, 6(1), 128-148.
Du Plessis, C. (2017). The role of content marketing in
social media content communities. South African
Journal of Information Management, 19(1), 1-7.
Forrest, P. J. (2019). Content marketing today, social
media marketing.
Holliman, G., & Rowley, J. (2014). Business to business
digital content marketing: marketers’ perceptions of
best practice. Journal of research in interactive
marketing, 8(4), 269-293.
Hu, G., & Tang, C. (2022, October). Research on Content
Marketing Based on SEM---Takes the Content
International Journal of Management and Economics Fundamental
49
https://theusajournals.com/index.php/ijmef
International Journal of Management and Economics Fundamental (ISSN: 2771-2257)
Marketing of Food Blogger Lee Ziqi as an Example. In
Proceedings of the International Conference on
Information Economy, Data Modeling and Cloud
Computing, ICIDC 2022, 17-19 June 2022, Qingdao,
China.
Huang, R., & Sarigöllü, E. (2012). How brand awareness
relates to market outcome, brand equity, and the
marketing mix. Journal of business research, 65(1), 92-
99.
Ibrahimli, N., & Aghazadeh Tabrizi, H. (2024). The Role
of Emotional Content on Consumer Engagement:
Evaluating the role of emotional content on consumer
engagement.
Jacob, R. (2021). Brand awareness, customer
experience, and perceived value: does product type
affect their relationships? (Bachelor's thesis, University
of Twente).
Jan, M. T., & Sultan, N. (2020). The impact of social
media activity, interactivity, and content on customer
satisfaction: A study of fashion products. Eurasian
Journal of Business and Management, 8(4), 336-347.
Kee, A. W. A., & Yazdanifard, R. (2015). The Review of
Content Marketing as a New Trend in Marketing
Practices. International Journal of Management,
Accounting & Economics, 2(9).
Khasanah, U., Rubiyanti, N., Widodo, A., & Silvianita, A.
(2024). The Influence of Content Marketing on
Customer Advocacy with Entertainment Intention as an
Intervening Variable on Tiktok. Formosa Journal of
Multidisciplinary Research, 3(5), 1657-1664.
Ling, T. P., Kiong, T. P., & Ahmad, R. B. (2024). The
impact of digital content marketing on customer
engagement in an online fashion store. Leveraging
ChatGPT and Artificial Intelligence for Effective
Customer Engagement, 3, 177-191.
Lou, C., & Xie, Q. (2020). Something social, something
entertaining? How digital content marketing augments
consumer experience and brand loyalty. International
Journal of Advertising, 40(3), 376-402.
Lou, C., Xie, Q., Feng, Y., & Kim, W. (2019). Does non-
hard-sell content really work? Leveraging the value of
branded content marketing in brand building. Journal
of Product & Brand Management, 28(7), 773-786.
Rowley, J. (2008). Understanding digital content
marketing. Journal of marketing management, 24(5-6),
517-540.
Shabbir, M. Q., Khan, A. A., & Khan, S. R. (2017). Brand
loyalty brand image and brand equity: the mediating
role of brand awareness. International journal of
innovation and applied studies, 19(2), 416.
Świtała, M., Gamrot, W., Reformat, B., & Bilińska
-
Reformat, K. (2018). The influence of brand awareness
and brand image on brand equity
–
an empirical study of
logistics service providers. Journal of Economics and
Management, (33), 96-119.
Vinerean, S. (2017). Content marketing strategy:
Definition, objectives and tactics. Expert journal of
marketing, 5(2), 92-98.
Weerasinghe, K. P. W. D. R. (2019). Impact of content
marketing towards the customer online engagement.
International Journal of Business, Economics and
Management, 2(3), 217-2018.
Wu, Y., Wang, L., & Wang, Q. (2024). Research on the
Influence of Content Marketing on Consumer Purchase
Intention
—
The Case of Damfool. Academic Journal of
Business & Management, 6(7), 33-39.
Zia, A., Younus, S., & Mirza, F. (2021). Investigating the
impact of brand image and brand loyalty on brand
equity: the mediating role of brand awareness.
International Journal of Innovation, Creativity and
Change, 15(2), 1091-1106.
