Mohammad Saleh Torkestani; Zohreh Dehdashti Shahrokh; Iman Raeesi Vanan; Fatemeh Golshan
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 ...
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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.
Ali Dadvand; Ali Sanayei; Hosein Rezaee Dolat Abadi; Azarnoosh Ansari
Abstract
Abstract Objective: The present study was conducted to design a content marketing model and seeks to obtain information that can be used to identify the effective factors in content marketing and to design a comprehensive model thereof. Method: This research was qualitative in terms of method and was ...
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Abstract Objective: The present study was conducted to design a content marketing model and seeks to obtain information that can be used to identify the effective factors in content marketing and to design a comprehensive model thereof. Method: This research was qualitative in terms of method and was conducted using a three-pronged model. By studying previous research, questions related to said interviews with experts were identified and organized, and subsequently, the data collected during in-depth interviews were opened and coded on the axis of summarizing and finally making hypotheses. The statistical sample interviewed was 10 experts who were selected by non-probability sampling and judgment. Their opinions on the factors affecting content marketing were collected in the form of researcher perceptual theory and the answers were coded and analyzed using MaxQDA software. Results: From the categorization of participants' opinions, a total of 63 open codes were obtained, which were categorized into three structural, contextual, and behavioral areas of content marketing with central coding. The results show that there is a high consensus based on 22 concepts in behavioral factors, 23 concepts in underlying factors, and 18 concepts acting as structural factors affecting content marketing. Underlying and therefore behavioral factors have the greatest impact on content marketing, and the structural factor is considered to have less of an effect than these two mentioned factors.
