Document Type : Research Paper
Authors
1 Associate Professor, ATU, Tehran, Iran
2 Marketing, Management and accounting, Allameh Tabataba'i university
3 ATU
4 Faculty of management and accounting, Allameh Tabatabai
Abstract
Providing valuable information in the form of attractive content and interaction with customers is one of the most important elements of content marketing. The most important factor in the success of content marketing is answering to the question of what causes the audience to engage in content. Despite numerous researches in the field of identifying the dimensions of engagement and motivators of audiences to engage with content, the audience engagement is still one of the most important concerns of actors in the field of content marketing and they are looking for effective ways to identify factors affecting the promotion of audiences' engagement. The present study, using Meta - synthesis method based on the Sandelowski and Barros (2007) model, identifies influential indicators of content marketing on promoting the audience engagement. For this purpose, studies according to years 2003 – 2019 were collected and the papers that did not obtain the intended criteria were excluded from the study. Finally, the findings of 45 papers were selected. By classification of identified codes, 23 categories were identified in 4 dimensions including engagement, categories related to content features, categories related to content writer and other user's reactions. Among all identified categories, the possibility of content personalization for each audience, the sentiment embedded in content and the history of content, the membership level of writer and his/her identity in the online community made the highest priority.
Keywords
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