Examining the Impact of Content Marketing on Advertising Effectiveness: A Study on the Egyptian Market for Passenger Automobiles | ||||
| المجلة العلمية للدراسات التجارية والبيئية | ||||
| Volume 15, Issue 2, April 2024, Page 31-83 PDF (611.16 K) | ||||
| Document Type: المقالة الأصلية | ||||
| DOI: 10.21608/jces.2024.362016 | ||||
 View on SCiNiTO | ||||
| Authors | ||||
| Aya Kahla* 1; Wael Kortam* 2 | ||||
| 1Masters researcher, Business Administration Faculty of Management sciences October University for Modern Sciences & Arts, Egypt | ||||
| 2Professor of Marketing, Department of Business Administration The British University in Egypt, Egypt | ||||
| Abstract | ||||
| Companies from different industries seek to be innovative in the approaches they use in marketing for their products. With the current technology advancements, many business functions have been impacted by the emerging approaches. Content marketing is considered to be one of the emerging marketing practices that provoke customers to engage with brands while exchanging information. Despite the common use of content marketing and the widespread use of social media, there is a scarcity of empirical studies that investigate the impact of content marketing on advertising effectiveness. The paper aims to investigate the impact of content marketing on advertising effectiveness in the Egyptian market for passenger automobiles. The research was conducted by utilizing a quantitative approach in which data were gathered from 244 respondents. Reliability and validity tests were carried out and results were analyzed by the Statistical Package for Social Sciences (SPSS). Furthermore, qualitative approach was utilized by conducting 10 semi structured interviews with customers who are exposed to content marketing frequently. The findings indicated that not all dimensions of content marketing have the same impact of the advertising effectiveness. This suggest that not all dimensions are considered equally influential factors on advertising effectiveness. | ||||
| Keywords | ||||
| Content Marketing; Advertising effectiveness; Content entertainment; Content engagement; Content Customization; Content trendiness and brand recall | ||||
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