Does digital content marketing affect tourism consumer behavior? An extension of t echnology acceptance model

2020 ◽  
Author(s):  
Viju Mathew ◽  
Mohammad Soliman
Keyword(s):  
Consumer Behavior ◽  
Digital Content ◽  
Acceptance Model ◽  
Content Marketing

Marketing communication objectives through digital content marketing on social media

2020 ◽  
pp. 79-104
Author(s):  
Janice J. Nieves-Casasnovas ◽  
Frank Lozada-Contreras
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Digital Content ◽  
Media Content ◽  
Marketing Communication ◽  
Case Study Design ◽  
Multiple Case ◽  
Content Marketing

The purpose of this study was to determine what type of marketing communication objectives are present in the digital content marketing developed by luxury auto brands with social media presence in Puerto Rico, particularly Facebook. A longitudinal multiple-case study design was used to analyze five luxury auto brands using content analysis on Facebook posts. This analysis included identification of marketing communication objectives through social media content marketing strategies, type of media content and social media metrics. Our results showed that the most used objectives are brand awareness, brand personality, and brand salience. Another significant result is that digital content marketing used by brands in social media are focused towards becoming more visible and recognized; also, reflecting human-like traits and attitudes in their social media.

Digital content creation: an emerging role for librarians

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Omorodion Okuonghae
Keyword(s):  
Design Methodology ◽  
Industrial Revolution ◽  
Information Services ◽  
Digital Content ◽  
User Engagement ◽  
Content Type ◽  
Content Creation ◽  
High User ◽  
Fourth Industrial Revolution ◽  
Content Marketing

Purpose The increasing importance of digital content creation in relation to content marketing and promotion of library and information services in the Fourth Industrial Revolution (4IR) has attracted global attention. Thus, the purpose of this study is to theoretically examine librarians’ role in the creation of digital content in the 4IR. Design/methodology/approach This study used the review method to theoretically examine the nexus between digital content creation and librarians’ role in the 4IR. Findings This study showed that librarians are well positioned to become professional digital content creation, as they already possess the basic skills needed to create effective content for high user engagement. Originality/value This study seeks to pioneer a new area of focus by linking librarians’ skills to digital content creation skills and making a case for librarians as the perfect digital content creator.

Somewhat pushy but effective: the role of value-laden social media digital content marketing (VSM-DCM) for search and experience products

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ernest Emeka Izogo ◽  
Mercy Mpinganjira
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Word Of Mouth ◽  
Brand Attitude ◽  
Product Type ◽  
Digital Content ◽  
Content Type ◽  
Subject Design ◽  
Content Marketing

PurposeMarketer-generated value-laden social media digital content marketing (VSM-DCM) relates to content that is neither too “pushy” nor too “pully.” On the foundation of media engagement, motivation- and attitude-based theories, this study rationalizes and investigates the mechanism that underlies the effect of VSM-DCM on electronic word-of-mouth (eWOM) intention.Design/methodology/approachThe authors devised a 2 (product type: search vs. experience) × 3 (VSM-DCM: utilitarian vs. hedonic vs. utilitarian + hedonic) between-subject design (N = 360) after three pre-tests (N = 223).FindingsThe authors show that VSM-DCM formats are effective in enhancing brand attitude and eWOM intention for different products. Specifically, market-generated VSM-DCM that simultaneously embeds utilitarian and hedonic values is the most effective for optimizing brand attitude and eWOM intention in both search and experience product contexts. The effect of VSM-DCM formats on eWOM intention is mediated by brand attitude, while product type (search vs. experience) moderates this indirect effect.Originality/valueThis paper breaks new ground by highlighting the relevance of marketer-generated VSM-DCM in the DCM context and by illustrating the mechanism through which it leads to consumers’ intention to engage in eWOM. In so doing, it contributes to the debate on DCM implementation and the contextual factors that moderate the optimization of DCM outcomes.

Green Consumer Behaviour

2020 ◽  
pp. 240-248
Author(s):  
Muhammad Farooq Akhtar ◽  
Norazah Mohd Suki
Keyword(s):  
Consumer Behavior ◽  
Technology Acceptance ◽  
Textile Industry ◽  
Human Life ◽  
Well Being ◽  
Green Marketing ◽  
Extended Model ◽  
Climate Action ◽  
Acceptance Model ◽  
Textile Sector

Environment preservation is a global concern. Textile industry disposes of chemicals which effects environment and human life (water borne diseases). United Nations develops 17 Sustainable Development Goals (UNSDG's) to protect environment. Five SDG's addressing textile industry namely good health and well-being, clean water and sanitation, responsible production and consumption, climate action and life below water. Role of textile industry to achieve SDG's is inevitable. Textile policy of Pakistan 2014-19 confirms that international buyer is concerned about the environment which evidently shows potential of green marketing in textile sector of Pakistan. Green marketing encourages environment friendly marketing practices (product, price, place, promotion). The objective of this study is to integrate the theory of planned behavior and technology acceptance model. Green consumer behavior of textile sector of Pakistan is conceptualized with this extended lens. This study enhances the body of knowledge by conceptualizing green consumer behavior of textile sector through extended model. Practically, this study remains beneficial for marketing professionals and researchers to understand green consumer behavior of textile sector. Success of green marketing is the success of society to curb environmental problems.

Green Consumer Behaviour

2022 ◽  
pp. 863-871
Author(s):  
Muhammad Farooq Akhtar ◽  
Norazah Mohd Suki
Keyword(s):  
Consumer Behavior ◽  
Technology Acceptance ◽  
Textile Industry ◽  
Human Life ◽  
Well Being ◽  
Green Marketing ◽  
Extended Model ◽  
Climate Action ◽  
Acceptance Model ◽  
Textile Sector

Environment preservation is a global concern. Textile industry disposes of chemicals which effects environment and human life (water borne diseases). United Nations develops 17 Sustainable Development Goals (UNSDG's) to protect environment. Five SDG's addressing textile industry namely good health and well-being, clean water and sanitation, responsible production and consumption, climate action and life below water. Role of textile industry to achieve SDG's is inevitable. Textile policy of Pakistan 2014-19 confirms that international buyer is concerned about the environment which evidently shows potential of green marketing in textile sector of Pakistan. Green marketing encourages environment friendly marketing practices (product, price, place, promotion). The objective of this study is to integrate the theory of planned behavior and technology acceptance model. Green consumer behavior of textile sector of Pakistan is conceptualized with this extended lens. This study enhances the body of knowledge by conceptualizing green consumer behavior of textile sector through extended model. Practically, this study remains beneficial for marketing professionals and researchers to understand green consumer behavior of textile sector. Success of green marketing is the success of society to curb environmental problems.

scholarly journals Business to business digital content marketing: marketers’ perceptions of best practice

2014 ◽  
Vol 8 (4) ◽  
pp. 269-293 ◽  
Author(s):  
Geraint Holliman ◽  
Jennifer Rowley
Keyword(s):  
Information Needs ◽  
Good Practice ◽  
Digital Content ◽  
Structured Interviews ◽  
Theoretical Understanding ◽  
Content Type ◽  
Inbound Marketing ◽  
Business To Business ◽  
Content Marketing

Purpose – This paper aims to draw attention to the emerging phenomenon of business to business (B2B) digital content marketing, offers a range of insights and reflections on good practice and contributes to theoretical understanding of the role of digital content in marketing. B2B digital content marketing is an inbound marketing technique and hence offers a solution to the declining effectiveness of traditional interruptive marketing techniques. Design/methodology/approach – Semi-structured interviews were conducted with 15 key informants involved in B2B content marketing in the USA, UK and France, in five industry sectors. Findings – B2B digital content marketing is an inbound marketing technique, effected through web page, social media and value-add content, and is perceived to be a useful tool for achieving and sustaining trusted brand status. Creating content that is valuable to B2B audiences requires brands to take a “publishing” approach, which involves developing an understanding of the audience’s information needs, and their purchase consideration cycle. Valuable content is described as being useful, relevant, compelling and timely. Content marketing requires a cultural change from “selling” to “helping”, which in turn requires different marketing objectives, tactics, metrics and skills to those associated with more traditional marketing approaches. The article concludes with a theoretical discussion on the role of digital content in marketing, thereby contextualising the findings from this study within a broader exploration of the role of digital content in marketing and relational exchanges. Originality/value – As the first research study to explore the use of digital content marketing in B2B contexts, this research positions digital content marketing with regard to prior theory, and provides both an agenda for further research, and suggestions for practice.

The Effects of Real-Time Content Marketing on Consumer Emotions and Behaviors

2022 ◽  
pp. 300-329
Author(s):  
Hayat Ayar Senturk ◽  
Ece Ozer Cizer ◽  
Tugce Sezer
Keyword(s):  
Consumer Behavior ◽  
Real Time ◽  
Positive Emotions ◽  
Negative Emotions ◽  
Negative Consequences ◽  
Online Questionnaire ◽  
Consumer Emotions ◽  
Marketing Activities ◽  
Mediator Variable ◽  
Content Marketing

This study, carried out during the COVID-19 pandemic in Turkey, aimed to provide suggestions for creating a successful real-time content marketing strategy. For this purpose, data were collected from 319 participants using the online questionnaire technique. Outcomes of the analysis indicate that while positive perception toward real-time content marketing campaigns can lead to positive emotions, negative perception toward real-time content marketing campaigns can lead to negative emotions. It was also found as an important result that both positive and negative emotions affect negative consumer behavior during the pandemic period. In addition, negative emotions as a mediator variable strengthen negative consumer behavior. As a result, it can be said that real content marketing campaigns also have negative consequences on consumer behavior during pandemics. Consequently, marketing authorities should continue their real-time content marketing activities with this result in mind.

Determinants of intention to use Islamic banking

2019 ◽  
Vol 13 (1) ◽  
pp. 147-163 ◽  
Author(s):  
Samia Ayyub ◽  
Wang Xuhui ◽  
Muhammad Asif ◽  
Rana Muhammad Ayyub
Keyword(s):  
Consumer Behavior ◽  
Technology Acceptance ◽  
Structural Equation ◽  
Perceived Usefulness ◽  
Practical Significance ◽  
Equation Modeling ◽  
Islamic Banking ◽  
Intention To Use ◽  
Content Type ◽  
Acceptance Model

Purpose This paper aims to explore the determinants of intention to use Islamic banking and compare the consumer behavior of users and non-users of Islamic banking. This study incorporates the theory of planned behavior in Islamic banking perspective with an additional construct from technology acceptance model. Design/methodology/approach The research is quantitative in nature, and survey questionnaire was used to get data from four cities of Pakistan. The study manages to get 300 questionnaires from which only 264 were usable for analysis. The structural equation modeling was used for testing the hypotheses. Findings The result shows that perceived behavior control and perceived usefulness are the most significant predictors of intention to use of Islamic banking among users and non-users. Attitude turns out to be a non-significant factor for non-users of Islamic banking. Subjective norm is also found to be non-significant with intention to use Islamic banking in both groups. Originality/value This study has theoretical as well as practical significance in the subject of consumer behavior in Islamic banking. Theoretically, it attempts to fill the gap caused by the scarcity of research in exploring the consumer behavior towards Islamic banking in Pakistan. This study provides insights into the consumer behavior of users and non-users of Islamic banking and thus presents a comparison. Practically, this study provides guidelines for Islamic banks in introduction, propagation and promotion of Islamic banking products and services to establish Islamic banking as a social norm.

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