The Content Marketing Impact On Brand Attitude And Consumer Participation On Facebook

Résumé: Today, consumer bahavior is changed according to word’s technology. He is affected and educated by mains social media information. Therefore, content marketing is one of latest marketing strategies which follows consumer and incite him to favorable participation on social media and change their attitude, by producing and distributing valuable content. The aim of this research is to study the impact of content marketing to brand attitude and consumer participation on social media, according to the type of content. This study is performed by 142 individuals questioned on two different contents on face book social media. Individuals are asked about two different content which are culinary content and well-being content. Collected data were analyzed by modeling structural equations. The results show us that in fact, content marketing has positive impact on brand attitude and participation on facebook according to the type of content.

Publié dans la revue: التكامل الاقتصادي