Content Marketing : the influence of content strategies on consumer online engagement behavior

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).