Content Marketing : the influence of content strategies on consumer online engagement behavior
Joint Authors
Hashimi Kimoushe, Nadiah
Amalu, Wafa Halil
Source
Revue Algérien de Développement Économique
Issue
Vol. 9, Issue 1 (30 Jun. 2022), pp.397-411, 15 p.
Publisher
Publication Date
2022-06-30
Country of Publication
Algeria
No. of Pages
15
Main Subjects
Topics
Abstract EN
Having recognized the value creation potential of social media as highly interactive marketing tools, most companies today manage official accounts on online platforms such as facebook.
the study focuses on the importance of brand content strategies in enhancing user online engagement behavior.
content quality comprising both content characteristics and content domain were considered to be the influential variables.
this research adopts a mixed approach, drawing in a first step, on a content analysis for a dataset of 526 collected facebook brand posts, followed by structural equation modeling to establish the links between the studied variables using Amos 24.
results show that vividness, interactivity and information value of brand content have a positive significant impact on fans online engagement behavior (likes, comments and shares).
American Psychological Association (APA)
Hashimi Kimoushe, Nadiah& Amalu, Wafa Halil. 2022. Content Marketing : the influence of content strategies on consumer online engagement behavior. Revue Algérien de Développement Économique،Vol. 9, no. 1, pp.397-411.
https://search.emarefa.net/detail/BIM-1375891
Modern Language Association (MLA)
Hashimi Kimoushe, Nadiah& Amalu, Wafa Halil. Content Marketing : the influence of content strategies on consumer online engagement behavior. Revue Algérien de Développement Économique Vol. 9, no. 1 (Jun. 2022), pp.397-411.
https://search.emarefa.net/detail/BIM-1375891
American Medical Association (AMA)
Hashimi Kimoushe, Nadiah& Amalu, Wafa Halil. Content Marketing : the influence of content strategies on consumer online engagement behavior. Revue Algérien de Développement Économique. 2022. Vol. 9, no. 1, pp.397-411.
https://search.emarefa.net/detail/BIM-1375891
Data Type
Journal Articles
Language
English
Notes
Includes appendices : p. 407-409
Record ID
BIM-1375891