Content marketing capability building: a conceptual framework

2020 ◽  
Vol 14 (1) ◽  
pp. 133-151
Author(s):  
John Ho ◽  
Christopher Pang ◽  
Crisann Choy
Keyword(s):  
Conceptual Framework ◽  
Positive Impact ◽  
Analytical Framework ◽  
Marketing Capability ◽  
Content Type ◽  
Content Creation ◽  
Online Branding ◽  
Development Framework ◽  
Brand Values ◽  
Content Marketing

Purpose The purpose of this study is to develop a conceptual framework that identifies engaging CM practices, specifically how compelling content is created. Content marketing (CM) is fast becoming a key pillar in a company's marketing mix. It is also a requisite for companies seeking to modernise their marketing practices through digitalisation to enhance online branding. However, overlapping definitions and interchangeable terms arising from different perspectives and methodological practices confound what exactly constitutes CM. Although CM is generally accepted as sharing brand content via owned media to gain earned media, a strategic approach, based on evidence-driven research, is needed to navigate through the overwhelming confusion so that companies can better plan and implement CM. Design/methodology/approach This paper addresses the scarcity of work with regard to CM practices in Asia. To address this research gap, the study examines content creation practices of five successful companies, based in Singapore, through case studies, interviews and content analyses, to propose a CM capability development framework. Findings The findings point to the need for content creation to align with brand values and value creation to create and socialise compelling content for positive impact. Content created for audiences and marketed by brands can generate value when it is consumed and shared. The paper also provided much needed clarity in terms of how CM capability can be gained to minimise costly trial and error. Research limitations/implications The study is limited to companies operating in Asia. The framework will require implementation in other regions. Another limitation of the study was that it did not extend to how consumers responded to CM posts. This is an area for further research that can help validate the proposed framework. Practical implications The analytical framework adopted in this study can also be used as a functional CM model for marketing managers to construct better CM strategies and informed standards of practice by growing capabilities. Social implications CM is also a requisite for companies seeking to modernise their marketing practices through digitalisation to enhance online branding, particularly for small- and medium-sized companies. Originality/value This paper addresses the scarcity of work with regard to CM practices in Asia.

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.

The role of marketing capability in linking CSR to corporate financial performance

2019 ◽  
Vol 53 (7) ◽  
pp. 1333-1354 ◽  
Author(s):  
Sean Yim ◽  
Young Han Bae ◽  
Hyunwoo Lim ◽  
JaeHwan Kwon
Keyword(s):  
Conceptual Framework ◽  
Signaling Theory ◽  
Moderated Mediation ◽  
Marketing Capability ◽  
Mediation Model ◽  
Content Type ◽  
Moderated Mediation Model ◽  
The Relationship ◽  
Practical Implications

Purpose The authors use signaling theory in proposing a conceptual framework that simultaneously incorporates both the mediating effects of corporate reputation (CR) and the moderating effects of marketing capability (MC) into the corporate social responsibility (CSR)–corporate financial performance (CFP) link and theorize a single moderated mediation model. The empirical results of the research confirm the theorized moderated mediation model among the four variables, where a firm’s CR plays a mediating role in the relationship between CSR and CFP, and a firm’s MC moderates the effect of CSR on CR exclusively in the first link. Both theoretical and practical implications of the moderated mediation model are discussed. Design/methodology/approach This study uses structural equation model estimations with the relevant secondary datasets collected from publicly available databases. Findings The empirical results confirm the theorized moderated mediation model in the conceptual framework that uses signaling theory. Specifically, the results identify the moderating role of MC in only the CSR- CR link (but not in the CR and CFP link), such that CR plays a moderated mediation role in the CSR–CFP link. Research limitations/implications The current research is not without limitations. These limitations mainly stem from data sets used in the empirical analyses. More details are discussed in the limitations and future research directions section. Practical implications The empirical findings suggest that a firm needs to develop a consolidated CSR-marketing program, simultaneously satisfying stakeholders’ needs for both the firm’s socially desirable business practices and value-creating marketing programs to increase its CR, which will, in turn, lead to better profitability for the firm. Originality/value To the best of the authors’ knowledge, the current research is the first to use signaling theory in building a conceptual framework that theorizes a moderated mediation model regarding the simultaneous effects of CR and MC on the relationship between CSR and CFP and to empirically test this conceptual framework of the single moderated mediation model. By doing so, the current research clarifies an unanswered question in the literature of whether the underlying mechanism in the CSR–CFP link is based on a mediated moderation or moderated mediation of CR and MC.

Value co-creation for developing cultural and creative virtual brand communities

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Longshan Chen ◽  
Leping Yuan ◽  
Zhangxiang Zhu
Keyword(s):  
Conceptual Framework ◽  
Technological Innovation ◽  
Interaction Design ◽  
User Interaction ◽  
Social Benefit ◽  
Partial Least Square ◽  
Content Type ◽  
Content Creation ◽  
Brand Communities ◽  
Interaction Behavior

PurposeThis study aims to explore the value co-creation for developing cultural and creative virtual brand communities (CCVBCs) by developing a conceptual framework based on the stimulus-organism-response framework, social cognition theory (SCT) and social exchange theory (SET).Design/methodology/approachThe proposed conceptual framework was developed from a comprehensive review of the related literature. This study tested and validated the proposed framework using partial least square structural equation model based on the data collected through a survey.FindingsFirst, perceived hedonic benefit was positively affected by content personalization, user interaction design and technological innovation. Perceived social benefit and perceived self-achievement benefit were positively affected by user interaction design and technological innovation. Second, user content creation behavior was affected by perceived social benefit and perceived self-achievement benefit; user browsing behavior was significantly affected only by perceived hedonic benefit, and interaction behavior was significantly affected by perceived hedonic benefit, perceived social benefit and perceived self-achievement benefit. Third, perceived social benefit and perceived self-achievement benefit partially mediated the relationship between user interaction design and interaction behavior. As for the influence of technological innovation on interaction behavior, however, and the influence of user interaction design and technological innovation on content creation behavior, both perceived social benefit and perceived self-achievement benefit had complete mediation.Originality/valueThis study found that the characteristics of developing CCVBCs affected perceived benefit in participating in the value co-creation process. The results contributed to the value creation research by enriching the understanding of user value co-creation in developing CCVBCs.

E-inclusion or digital divide: an integrated model of digital inequality

2018 ◽  
Vol 74 (3) ◽  
pp. 552-574 ◽  
Author(s):  
Biyang Yu ◽  
Ana Ndumu ◽  
Lorri M. Mon ◽  
Zhenjia Fan
Keyword(s):  
Conceptual Framework ◽  
Digital Divide ◽  
Migrant Workers ◽  
Secondary Analysis ◽  
Analytical Framework ◽  
Integrative Model ◽  
Cognitive Resources ◽  
Data Set ◽  
Content Type ◽  
Chinese Migrant Workers

Purpose The purpose of this paper is to improve understanding of the societal problem of the deepening digital divide by establishing and testing an integrated conceptual framework for digital divide research. Design/methodology/approach The authors established the integrated conceptual framework after synthesizing the literature, and then tested the framework by conducting a secondary analysis of a 2014-2015 data set comprised of 398 survey responses and nine interviews with Chinese migrant workers. Findings The results showed that Chinese migrant workers were partially e-included in the digital society. However, they encountered material, cognitive, motivational, and social access limitations due to the lack of financial, material, educational, psychological, interpersonal, and cognitive resources, which caused them to experience a digital divide. Findings support the use of the integrative model as a potential analytical framework to understand and address digital inequalities. Originality/value This study first proposed an integrative framework to understand the measurements and causes of the digital divide and then empirically tested its feasibility.

Exploring behavioural branding, brand love and brand co-creation

2016 ◽  
Vol 25 (6) ◽  
pp. 516-526 ◽  
Author(s):  
Hans Ruediger Kaufmann ◽  
Sandra Maria Correia Loureiro ◽  
Agapi Manarioti
Keyword(s):  
Conceptual Framework ◽  
Brand Loyalty ◽  
Positive Impact ◽  
Brand Love ◽  
Content Type ◽  
Service Category ◽  
Brand Relationship ◽  
Novel Approach ◽  
Research Stream

Purpose This paper aims to contribute to the understanding of the complex consumer brand relationships by holistically exploring the dynamics between brand love and co-creation, how they are impacted by behavioural branding and their combined impact to brand loyalty. Design/methodology/approach This is a conceptual paper, based on extensive and thorough literature review on the fields of brand love, behavioural branding, brand communities and co-creation, that leads to the formulation of a proposed synthesized framework. Findings The authors propose that consumers experiencing brand love are more willing to engage in an active co-creating behaviour in the context of a brand community, especially when brand representatives vividly communicate the brand values and motivate consumers to engage. This process is moderated by the product/service category and level of customer involvement with it, and it produces a combined positive impact on brand loyalty. Research limitations/implications The proposed conceptual framework needs to be validated through empirical research. However, even at this initial stage, it may have a significant impact, especially as it highlights the role of brand representatives and how they could drastically moderate the relationship between the brand and the consumer. Originality/value This is the first attempt to incorporate the constructs that are significant to the consumer–brand relationship research stream in one conceptual framework. The synthesis of these concepts will contribute to the improved understanding of the consumer–brand relationship, and its dynamics and will equip managers with a novel approach to the central role of behavioural branding.

The upstream-downstream interface of Sri Lanka’s tsunami early warning system

2020 ◽  
Vol 11 (2) ◽  
pp. 219-240
Author(s):  
Richard Haigh ◽  
Maheshika Menike Sakalasuriya ◽  
Dilanthi Amaratunga ◽  
Senaka Basnayake ◽  
Siri Hettige ◽  
...  
Keyword(s):  
Sri Lanka ◽  
Conceptual Framework ◽  
Early Warning ◽  
Early Warning System ◽  
Information Dissemination ◽  
Warning System ◽  
Analytical Framework ◽  
Tsunami Warning System ◽  
Content Type ◽  
Tsunami Early Warning

Purpose The purpose of this paper is to deliver a detailed analysis of the functioning of upstream–downstream interface process of the tsunami early warning and mitigation system in Sri Lanka. It also gives an understanding of the social, administrative, political and cultural complexities attached to the operation of interface mechanism, and introduces an analytical framework highlighting the significant dynamics of the interface of tsunami early warning system in Sri Lanka. Design/methodology/approach Through the initial literature review, a conceptual framework was developed, highlighting the criteria against which the interface process can be assessed. This framework was used as the basis for developing data collection tools, namely, documentary analysis, semi-structured interviews and observations that focused on the key stakeholder institutions in Sri Lanka. Thematic analysis was used to analyze the data according to the conceptual framework, and an improved and detailed framework was developed deriving from the findings. Findings The manner in which the interface mechanism operates in Sri Lanka’s tsunami early warning system is discussed, providing a detailed understanding of the decision-making structures; key actors; standardisation; technical and human capacities; socio-spatial dynamics; coordination among actors; communication and information dissemination; and the evaluation processes. Several gaps and shortcomings were identified with relation to some of these aspects, and the significance of addressing these gaps is highlighted in the paper. Practical implications A number of recommendations are provided to address the existing shortcomings and to improve the overall performance of tsunami warning system in Sri Lanka. Originality/value Based on the findings, a framework was developed into a more detailed analytical framework that depicts the interface operationalisation in Sri Lanka, and can also be potentially applied to similar cases across the world. The new analytical framework was validated through a focus group discussion held in Sri Lanka with the participation of experts and practitioners.

What’s in a thang? Dancing to brand image with Miley Cyrus’ multimodal dance spectacle

2017 ◽  
Vol 7 (1) ◽  
pp. 101-130 ◽  
Author(s):  
George Rossolatos
Keyword(s):  
Conceptual Framework ◽  
Design Methodology ◽  
Brand Image ◽  
Point Of View ◽  
Live Performance ◽  
Content Type ◽  
Brand Values ◽  
A Priority ◽  
Practical Implications

Purpose The purpose of this paper is to scrutinize how Miley Cyrus’ brand values are projected through the multimodal semiotic structure of the live performance of the song Do my thang (from the Bangerz album (2013)). Design/methodology/approach Sociosemiotic conceptual framework in conjunction with an interpretive videographic method of analysis, facilitated by the multimodal qualitative discourse analytic software ATLAS.ti. Findings Four major territories were identified as regards the spectacle’s latent axiology, namely, freeplay, polymorphous sexuality, neo-burlesque, and hyperdifferentiation. Practical implications Attending to structural couplings between signs and modes in the context of bespoke artists’ brand languages constitutes a priority for managing an artist as brand, and, concomitantly, for safeguarding relevance for a fandom. A multimodal reading grid is offered to this end. Originality/value From a branding point of view, this study constitutes the first one that theorizes the live show spectacle as the manifest discourse whereupon brand image and brand values are edified, with an emphasis on the dance mode, over and above the verbal/visual modes that dominate the advertising/branding literatures.

It is not an investment if it is destroying the planet

2019 ◽  
Vol 31 (2) ◽  
pp. 307-329 ◽  
Author(s):  
Pooja Mehta ◽  
Manjit Singh ◽  
Manju Mittal
Keyword(s):  
Conceptual Framework ◽  
Perceived Risk ◽  
Positive Impact ◽  
Empirical Studies ◽  
Mediating Effect ◽  
Environmental Attitude ◽  
Content Type ◽  
Responsible Investment ◽  
Values And Beliefs ◽  
Sustainable Investments

Purpose The purpose of this paper is to critically examine the existing literature on sustainable investments and propose an integrated conceptual framework for measuring socially responsible investment intention of investors. Design/methodology/approach Based on the theory of planned behaviour, the study discusses an integrated conceptual framework by thoroughly analysing the empirical studies of last 18 years, from 2001 to 2018. Some of the important measures of these studies have been reviewed, such as country of study, research methodology applied, sample size and respondents selected, model/theory applied, variables selected and significant findings of the study. Findings The study posits that collectivism, knowledge about sustainable investment, pro-environmental attitude and perceived risk will have a positive impact on attitude (ATT) towards SRI. Moreover, attitude (ATT) and subjective norms (SN) will be positively related to intention (INT) along with the mediating effect of social investing efficacy (SIE) and moderating effects of religiosity beliefs. Practical implications Besides implications for financial managers, various government bodies, prospective investors and other stakeholders, the study will provide impetus to companies for designing more sustainable funds that can promulgate the values and beliefs of investors. Originality/value The study incrementally contributes to the literature by way of suggesting a conceptual framework that can be empirically tested by future researchers.

Intimate knowledge initiators

2015 ◽  
Vol 25 (1) ◽  
pp. 67-84 ◽  
Author(s):  
Wu-Chung Wu ◽  
Edward C. S. Ku ◽  
HsinJou Liao
Keyword(s):  
Web Site ◽  
Structural Equation ◽  
Positive Impact ◽  
New Product ◽  
Equation Modeling ◽  
Marketing Capability ◽  
Content Type ◽  
Group Buying ◽  
Relationship Value ◽  
Dysfunctional Conflict

Purpose – The purpose of this paper is to investigate how marketing capability, dysfunctional conflict, and relationship value affect relational benefits through the relational proclivity between suppliers and initiators in a group-buying web site. Design/methodology/approach – The initiators selected were those who conducted group buying more than ten times in the group-buying web site. In total, 9,000 invitation e-mails were sent to initiators, of which 389 were returned; the model and hypotheses were tested by using structural equation modeling. Findings – In online group buying, initiators can know about a new product only through the web site; the marketing capability of suppliers and the relationship value of initiators are positively associated with the relational proclivity between suppliers and initiators. And, the results indicate that the dysfunctional conflict of initiators is not positively associated with the relational proclivity between suppliers and initiators. Finally, The relational proclivity between suppliers and initiators is positively associated with the relational benefit between initiators and buyers. Practical implications – The supplier and the initiator can work together in brainstorming new products; moreover, initiators can assist suppliers by helping them identify buyers’ demands and giving them relevant feedback. Social implications – The suppliers’ marketing capability is important for initiators because it can help increase the latter’s ability to catch buyers’ attention. In addition, the initiator and supplier together can think about product innovation and new product designs. Originality/value – Initiators, as key persons in the group-buying process, serve as a bridge between suppliers and buyers and have a positive impact on group buying. The findings suggest that certain facets of initiators are helpful in explaining the expected product performance of buyers.

Personalized cloud service review analysis based on modularized ontology

2020 ◽  
Vol 44 (5) ◽  
pp. 953-975
Author(s):  
Emna Ben-Abdallah ◽  
Khouloud Boukadi ◽  
Mohamed Hammami ◽  
Mohamed Hedi Karray
Keyword(s):  
Knowledge Base ◽  
Positive Impact ◽  
Cloud Service ◽  
Service Evaluation ◽  
End Users ◽  
Cloud Services ◽  
Limited Information ◽  
Content Type ◽  
Ontology Language ◽  
Modular Ontology

PurposeThe purpose of this paper is to analyze cloud reviews according to the end-user context and requirements.Design/methodology/approachpropose a comprehensive knowledge base composed of interconnected Web Ontology Language, namely, modular ontology for cloud service opinion analysis (SOPA). The SOPA knowledge base will be the basis of context-aware cloud service analysis using consumers' reviews. Moreover, the authors provide a framework to evaluate cloud services based on consumers' reviews opinions.FindingsThe findings show that there is a positive impact of personalizing the cloud service analysis by considering the reviewers' contexts in the performance of the framework. The authors also proved that the SOPA-based framework outperforms the available cloud review sites in term of precision, recall and F-measure.Research limitations/implicationsLimited information has been provided in the semantic web literature about the relationships between the different domains and the details on how that can be used to evaluate cloud service through consumer reviews and latent opinions. Furthermore, existing approaches are lacking lightweight and modular mechanisms which can be utilized to effectively exploit information existing in social media.Practical implicationsThe SOPA-based framework facilitates the opinion based service evaluation through a large number of consumer's reviews and assists the end-users in analyzing services as per their requirements and their own context.Originality/valueThe SOPA ontology is capable of representing the content of a product/service as well as its related opinions, which are extracted from the customer's reviews written in a specific context. Furthermore, the SOPA-based framework facilitates the opinion based service evaluation through a large number of consumer's reviews and assists the end-users in analyzing services as per their requirements and their own context.

Sign in / Sign up

Export Citation Format

Share Document