digital content marketing

The purpose of this research is to identify the main components and dimensions of digital content marketing according to the conditions of Iran and to present a model using a qualitative method based on the Grounded Theory approach. Data were collected through semi-structured in-depth interviews with experts. These experts included university professors in the field of digital content marketing and managers and activists of advertising and digital marketing agencies. Using targeted sampling and after conducting 15 in-depth interviews, theoretical saturation was achieved after the implementation and analysis of interviews and open, axial, and selective coding. The results showed that digital content marketing is realized by these conditions. Causal conditions (Internet development, ease of use, popularity of cyberspace, ease of communication with customers, virtual network features, The appeal of Digital Content Marketing, changing customer behavior, changing current structures), contextual conditions (personal characteristics, social characteristics), intervening factors (technical limitations, increasing competitors, lack of access, unawareness, severity of the spread of Covid-19), central category (Digital Content Marketing), strategies (make it enjoyable, increasing participation, providing various services to users, using various methods to increasing audience, exchange of information, infrastructure improvement, audience-friendly style, customer orientation), and consequences (market expansion, increasing profitability, groundwork for brand creation). The results indicate that the research model is acceptable level.

The emergence of the Internet in the world has led to the emergence of trends in the use of social media in everyday life, so that social media create various opportunities for the development of relationships between social media users. The purpose of this research is the impact of digital content marketing on electronic word-of-mouth marketing by considering social effects (case study: tourism industry of Mashhad). Descriptive-survey and applied research method and non-random sampling method are available. Due to the unlimited statistical population, according to Cochran's formula, 384 questionnaires have been collected from the statistical population of Mashhad tourism industry. Statistical data processing was done at the descriptive level with SPSS and at the inferential level using structural equations and SmartPLS4 software. The research tool was a standard questionnaire, which was finalized after the revision and opinion of experts and professors of the university. Checking the reliability and validity of the questionnaire was also measured and confirmed using Cronbach's alpha test, combined reliability and convergent and divergent validity. The findings of the research and inferential testing of the hypotheses showed that digital content marketing has an effect on electronic word-of-mouth marketing. Also, social influences play a mediating role in the impact of digital content marketing on electronic word-of-mouth marketing. Finally, social influences have an effect on electronic word-of-mouth advertising. In the end, based on the obtained results, the researcher has also provided practical suggestions.

The purpose of this research is to design and validate the digital content marketing effectiveness model. In terms of research approach, it is qualitative which was done in seven stages. The meta-combination method was used to review the texts. All scientific works and documents related to digital marketing formed content in 21 domestic and foreign scientific databases, which were retrieved between 2014 and 2022 for foreign sources and between 2015 and 2016 for domestic sources. By screening 76 recovered documents based on valid criteria and techniques used in meta combination method, 31 documents were selected as the research sample. By applying the seven steps of Sandelowski and Barroso from meta composition, the dimensions necessary to design the process model of content marketing in the four stages of planning, production, distribution and communication, measurement and optimization along with the steps and components related to each stage were obtained. The qualitative validation of the obtained model was applied to the model using the open coding method. Based on this, after coding and screening, we found 7 key concepts in the effectiveness of digital content marketing, and 22 indicators were identified from these 7 key concepts, and a new conceptual model was designed, which ended up explaining the effectiveness of digital content marketing. Therefore, researchers were suggested to use this designed model in their future research to identify the strengths and weaknesses of the designed model.

Given the importance of digital content marketing, and the scattered knowledge in the body of literature, this study seeks to take a comprehensive look at the factors influencing the digital content marketing process in order to engage the consumer with the brand on social media. With the help of the Bibliometrix package of R and VOSviewer software, the science performance and the scientific network were recognized and mapped. Classifying five main clusters in the co-citation analysis, theories, contexts, and main constructs of the field were identified. The recent trends were identified using co-occurrence analysis.  Finally, the achieved results were presented within a conceptual framework. The most common antecedents and consequences of digital content marketing were presented together with the contexts.

Bibliometric systematic review has been used to identify and analyze thematic trends in digital content marketing and brand engagement scopes. In fact, bibliometric analysis is a specific scientific field that examines the evolution of knowledge, scientific quality, and the impact of resources in this field from an objective and quantitative perspective. The bibliometric method generally has two main parts: (1) performance analysis and (2) intellectual mapping of science. In the section on performance analysis, the actions of authors, countries, and scientific institutes as well as their contribution to scientific development in a specific field are examined, while knowledge maps are used to identify the intellectual structure of the field and examine time trends and current issues in each period.

In the performance analysis, the most-cited countries, authors, and articles were identified. The United States, China, and the United Kingdom were the most outstanding countries in this field. In the co-citation analysis, five main clusters were identified and the main constructs of each cluster were extracted along with important theories, contexts, and methods. With the help of these constructs, the antecedents and consequences of the digital content marketing process were presented. Co-occurrence analysis recognized new trends in this field to complete the framework.

Based on the ADO-TCM framework, five important antecedents of the digital content marketing process were introduced: social media characteristics, source characteristics, content characteristics, consumer characteristics, and online community characteristics. Consumer participation or non-participation is a behavioral decision that originates from the digital content marketing process, which ultimately leads to brand engagement as the output of the process. Finally, culture and artificial intelligence were introduced as important contexts to facilitate this process.

The purpose of this study is to analyze the mediating role of social influence transmission in the impact of digital content marketing components on word of mouth electronic marketing and viral electronic marketing of food tourism industry in Guilan province.

To measure the impact of digital content marketing components by emphasizing the mediating role of social influence transfer on word of mouth electronic marketing in the food tourism industry of Guilan province and is of a practical type.

The method of the present study in terms of nature, descriptive-survey and statistical population of this study included all tourists in Guilan province. Due to the unlimited statistical population, the population size was determined based on Krejcie Morgan table 384 people who were selected by available sampling method, statistical samples. Data collection tools and information in this study are digital content marketing questionnaires (Yi Bo et al., 2020); Electronic Viral Marketing (Joe Parkinson et al., 2019); And word-of-mouth marketing (Kwak and Kim, 2017); Their content validity was confirmed according to scientific experts and structural validity was confirmed based on confirmatory factor analysis, convergent validity and divergent validity.Resualt:In this study, normative social influence has been able to.

The findings showed that the transfer of social influence has a positive and significant effect on the impact of digital content marketing components on word of mouth electronic marketing and electronic viral marketing, which means that by increasing the transfer of social influence and improving its indicators, Expect the digital content marketing components to improve.

In this article, we are looking for the role of digital content marketing in the growth of participation, trust and consumer value in the branches of Bank Shahr in Tehran province. The general method of this article is descriptive-analytical. The tool used in this article is a questionnaire that has been developed as a researcher and the reliability and validity of the variables have been confirmed. In which the variables of digital marketing, consumer participation, consumer value and consumer trust were approved with Cronbach's alpha coefficient of 0.92, 0.85, 0.74, 0.91, respectively. The population and statistical sample in this article includes managers and experts, including university professors and highly experienced managers in the branches of Bank Shahr in Tehran province, whose number has been selected using Cochran's formula of 125 people. Also, the results of hypotheses based on marketing effect. Digital has not had a significant effect on the two variables of consumer participation and consumer value (p <0.05), but in relation to the role of digital marketing on consumer trust, this rate is acceptable (p> 0.05).