Conceptualizing and Measuring Content Marketing in Luxury Firms

2016 ◽  
pp. 109-132 ◽  
Author(s):  
Elisa Rancati ◽  
Niccolo Gordini ◽  
Alexandru Capatina
Keyword(s):  
Firm Performance ◽  
Significant Role ◽  
Marketing Strategies ◽  
Target Audience ◽  
Marketing Communications ◽  
Global Markets ◽  
The Past ◽  
Luxury Marketing ◽  
Content Marketing

Luxury marketing has gone through some major changes over the past couple of decades. The power is moving away from luxury firms to luxury consumers, who are playing a more significant role than ever before. These challenges in global markets have sparked a growing interest by practitioners and academics in the content marketing and in the metrics to measure its impact on luxury firm performance. However, the literature is still fragmented. Trying to fill this gap, this chapter has two main objectives. Firstly, it reviews the existing literature on content marketing and the main metrics used. Secondly, it analyses the degree of use and effectiveness of content marketing strategies, tools and metrics on a sample of 218 luxury firms. The results of the study revealed that content marketing is seen by luxury firms as marketing communications strategy that provides valuable and helpful information to a clearly defined target audience with the aim to increase sales.

Conceptualizing and Measuring Content Marketing in Luxury Firms

2017 ◽  
pp. 233-256
Author(s):  
Elisa Rancati ◽  
Niccolo Gordini ◽  
Alexandru Capatina
Keyword(s):  
Firm Performance ◽  
Significant Role ◽  
Marketing Strategies ◽  
Target Audience ◽  
Marketing Communications ◽  
Global Markets ◽  
The Past ◽  
Luxury Marketing ◽  
Content Marketing

Luxury marketing has gone through some major changes over the past couple of decades. The power is moving away from luxury firms to luxury consumers, who are playing a more significant role than ever before. These challenges in global markets have sparked a growing interest by practitioners and academics in the content marketing and in the metrics to measure its impact on luxury firm performance. However, the literature is still fragmented. Trying to fill this gap, this chapter has two main objectives. Firstly, it reviews the existing literature on content marketing and the main metrics used. Secondly, it analyses the degree of use and effectiveness of content marketing strategies, tools and metrics on a sample of 218 luxury firms. The results of the study revealed that content marketing is seen by luxury firms as marketing communications strategy that provides valuable and helpful information to a clearly defined target audience with the aim to increase sales.

Benefit-Driven Approach to Writing for the Internet

2021 ◽  
pp. 114-137
Author(s):  
Belem Barbosa
Keyword(s):  
Marketing Strategies ◽  
Target Audience ◽  
The Internet ◽  
Effective Competition ◽  
Search Volume ◽  
Starting Point ◽  
Competition Level ◽  
Development Approach ◽  
Content Marketing ◽  
Valuable Content

There is a dual challenge for writing content for the internet: conquering search engines and attracting the attention of target audiences. This chapter proposes a content planning and development approach with a triple focus: main keyword power, target audience, and benefit provided. It argues that keyword power, given by its search volume and effective competition level, provides only an incomplete starting point for creating valuable content, as content effectiveness will ultimately depend on the benefit provided for the target audience. A benefit-driven approach to writing valuable and optimized content is particularly interesting for increasing reach, interaction, and involvement, thus being recommended for inbound and content marketing strategies. The phases of benefit-driven content writing are described, from keyword choice to the main optimization procedures.

scholarly journals Digital Content Marketing – A Literature Review on Concepts, International Experiences and Implications for Vietnam

2021 ◽  
Vol 124 ◽  
pp. 09005
Author(s):  
Nguyen Hong Quy ◽  
Feifei Sun
Keyword(s):  
Literature Review ◽  
Target Audience ◽  
Communication Process ◽  
Marketing Communications ◽  
Digital Content ◽  
Behavior Changes ◽  
Brand Building ◽  
And Behavior ◽  
The Impact ◽  
Content Marketing

Communication activities are increasingly more diverse, complex and play a more important role in brand building. Perceived consistency of brand messages (across campaigns), a new variable that reflects an important aspect of the integration performance of marketing communications, has been included in the investigation of the impact of marketing communications. It has been shown that perceived consistency strongly correlates with brand's perception, attitude and behavior changes of the target audience. However, the mechanism of influence of this factor in the communication process is still a question for further research.

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.

Nucleosides and Nucleoside Analogues as Emerging Antiviral Drugs

2020 ◽  
Vol 17 ◽  
Author(s):  
Mohamed Ibrahim Elzagheid
Keyword(s):  
Significant Role ◽  
Mode Of Action ◽  
Crucial Role ◽  
Viral Infections ◽  
Antiviral Drugs ◽  
Review Article ◽  
Nucleoside Analogues ◽  
The Past ◽  
Nucleoside Drugs

: Nucleosides and their analogues have been in use for many years and have become essential for treating patients with viral infections. Many additional nucleoside drugs have been approved over the past decades. This strongly demonstrates how important these compounds are and the crucial role they play. Given that a significant amount of research and literature has been documented regarding nucleoside analogues, this review article mainly focuses the discussion on nucleosides and nucleoside analogous that have proven to play significant role or be emerging in the treatment of known viral infections. This covers the names, structures, applications, toxicity, and mode of action of relevant nucleoside analogues.

scholarly journals Food and Religion in Sicily—A New Green Tourist Destination by an Ancient Route from the Past

2021 ◽  
Vol 13 (12) ◽  
pp. 6686
Author(s):  
Bellia Claudio ◽  
Scavone Valeria ◽  
Ingrassia Marzia
Keyword(s):  
Urban Areas ◽  
Marketing Strategies ◽  
Christian Identity ◽  
Council Of Europe ◽  
Wine Tourism ◽  
Policy Delphi ◽  
The Past ◽  
Support Policy ◽  
Pilgrimage Tourism ◽  
The City

The Francigena Way (Via Francigena) is a long international itinerary that was awarded recognition as a Culture Route of the Council of Europe. It starts in Canterbury (UK), touches 13 European regions and ends in Rome. An ancient track of this route is in Sicily (Southern Italy), and its name is Magna Via Francigena (Great Francigena Way). This track is a pilgrimage route that connects two ancient port cities, Palermo and Agrigento, passing through internal rural territories that now deal with the exodus of population from rural to urban areas. The route passes through the Sicilian territory named “Upper-Belìce corleonese”, a rural area around the city of Corleone (a little village known worldwide for the sad Mafia events) that includes a number of municipalities. In the past, this religious pilgrimage was a fundamental part of the expression of faith for Christians and now still represents for Sicilians a strong symbol of Christian identity. In recent decades, pilgrimage tourism around the world has grown significantly each year. The aim of the study is to know the pilgrims’ motivations for choosing the Magna Via Francigena pilgrimage as a vacation and any possible similarities between pilgrimage tourism and food and wine tourism, in the wider context of sustainable and slow tourism. The Policy Delphi method was applied to collect the opinions of the stakeholders involved. The study highlighted the strong link between religious motivations and local enogastronomy, culture, art and nature. Results will support policy-making in the development of integrated territorial tourist marketing strategies.

Should Fast-Food Franchisees Pursue Entrepreneurial Orientation?

2021 ◽  
Vol 0 (0) ◽  
Author(s):  
Ehsan Asgharian ◽  
Misagh Tasavori ◽  
Jim Andersén
Keyword(s):  
Firm Performance ◽  
Significant Role ◽  
Risk Taking ◽  
Entrepreneurial Orientation ◽  
Fast Food ◽  
Business Systems ◽  
Unidimensional Construct ◽  
Different Dimensions ◽  
Competitive Aggressiveness ◽  
The Impact

Abstract Although it is widely accepted that entrepreneurial orientation (EO) improves firm performance, scholars have advised that particular attention should be paid to the context. In this research, we investigate a less explored context of franchising where business systems and procedures are usually dictated to franchisees by franchisors. Therefore, whether a franchisor should allow franchisees to pursue EO (innovativeness, proactiveness, risk-taking, competitive aggressiveness, and autonomy) is not clear. In the context of franchising, the majority of prior studies have mainly focused on the employment of EO as a unidimensional construct and at the franchisor level. In this research, we take a bottom-up perspective and evaluate the impact of different dimensions of EO on franchisees’ performance. Our analysis of a multi-group of 183 restaurant franchisees located in Sweden and Iran reveals that only the pursuit of proactiveness and competitive aggressiveness improves a franchisee’s performance and other dimensions do not play a significant role in improving performance in this context.

Soul of Classicality in Western Architectural Design

2014 ◽  
Vol 638-640 ◽  
pp. 2253-2256
Author(s):  
Cong Ru Liu ◽  
Ming Sen Lin ◽  
Qing Li
Keyword(s):  
Significant Role ◽  
Architectural Design ◽  
Ancient Greece ◽  
Architecture Design ◽  
Ancient Rome ◽  
The Past ◽  
Renaissance Period

The classicality of the western architecture establishes its foundation at the beginning of the ancient Greece, is flourished in the ancient Rome and revitalized in the renaissance period, extends to the classicism and the classical revival, and finally is overthrown by the postmodernism. By going through development and prosperity in the past thousands of years, the classical spirit has always played a greatly significant role in the field of western architecture design.

scholarly journals Transitional Justice in the Middle East and North Africa – Taking Account of Islam

2017 ◽  
Vol 14 (1) ◽  
Author(s):  
Hakeem O. Yusuf
Keyword(s):  
Middle East ◽  
Significant Role ◽  
North Africa ◽  
Transitional Justice ◽  
Social Transformation ◽  
Cultural Value ◽  
The Core ◽  
The Past ◽  
Justice Process ◽  
Islamic Values

AbstractThe core of the argument of this article is that the integration of Islamic notions of justice into transitional justice mechanisms in the MENA makes for a more viable and sustainable transitional justice process in the region. This would mean a critical cultural value in the MENA is given a place in dealing with the past and mapping out a sustainable future in the region. The argument here is premised on the logic that a social transformation-focused enterprise like transitional justice ought to engage with Islam for sustainable outcomes in societies in the MENA where Islam is very influential. Given the significant role and influence of Islam on cultural, socio-political and legal institutions in the MENA, a process of transitional justice that takes account of Islamic values and practices is important for negotiating justice and institutionalising reforms in societies in the region.

scholarly journals Functioning of the Clothing Networks on the Global Markets - Comparative Analysis

2012 ◽  
Vol 14 (3) ◽  
pp. 87-100
Author(s):  
Monika Malinowska-Olszowy
Keyword(s):  
Comparative Analysis ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Point Of View ◽  
Global Markets ◽  
Distribution Costs ◽  
Production And Distribution ◽  
Global Companies ◽  
Marketing Mix Strategy ◽  
Made In

The globalisation process contributes to shaping of many diverse consequences, among others it causes the internationalization of production, new, global division of work, increase of competitiveness, it builds the branches of a globalising business. From the point of view of economy, the phenomenon of globalisation influences the deepening of a free float of commodities, services, resources, capital, work, and also information between the countries. These factors significantly contribute to many changes that are visible in the operations of the latter-day enterprises (Penc 2003, p. 152). One of the consequences of the globalisation process, which is directly connected with the functioning of companies, is the necessity of building and managing the brand. As a result it creates many possibilities to global companies from the textile-clothing sector that want to achieve a market success. However, in order to achieve it one has to fulfill many, constantly increasing, expectations of the buyers. The realisation of these challenges is possible only with the share of two crucial factors: proper competitiveness and progressive marketing strategies. In the clothing sector the partnership networks are being created between the economic subject, because such actions are aimed at minimising the risk, as well as to reducing the production and distribution costs. The most often encountered networks in the textile-clothing branch are the franchising networks. The present article concentrates on the competitiveness aspect of the global clothing networks. A comparative analysis of the action of the commercial clothing networks was made, in order to show some features of its operation and proceeding, while focusing on the specified elements of the marketing-mix strategy. The obtained results allowed to show the differences and similarities in the used marketing strategies.

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