Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Book Chapter Book Chapter Faculty Publications- Book Chapter Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Developing a Model of Content Marketing in Creative Economy Marketing Strategies to Influence Consumer Purchase Intentions Subject The topic of the resource Attention influencer; Brand visibility enhancer; Content marketing strategy; Creative economy; Purchase intention Description An account of the resource The creative economy, which is a cluster of industries encompassing arts and crafts, audio and video, visual arts, architecture, performing arts, fashion, design, and so on, building on human creativity, knowledge, and technology, is to be given more precedence in the Indian economy. This work aims at building a model that can act as a foundation to promote the creative economys performance by keeping marketing function as the key component to success. The model contemplates what factors of content marketing activities have to be prioritized so as to help a creative business unit increase its visibility and impact the attention of consumers. This study classifies the model into two components. Component 1: creative business unit model and Component 2 of the content marketing strategy model. As the model is a working model and is not proven empirically, it can be further used by researchers and marketers for advanced research and development. The Author(s), under exclusive license to Springer Nature Switzerland AG 2024. Creator An entity primarily responsible for making the resource Venkatesh S.; Kavitha R. Source A related resource from which the described resource is derived Contributions to Finance and Accounting, Vol-Part F3769, pp. 555-566. Publisher An entity responsible for making the resource available Springer Nature Date A point or period of time associated with an event in the lifecycle of the resource 2024-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1007/978-3-031-67547-8_47" target="_blank" rel="noreferrer noopener">https://doi.org/10.1007/978-3-031-67547-8_47</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85212523574&amp;doi=10.1007%2F978-3-031-67547-8_47&amp;partnerID=40&amp;md5=fb341195b61590a2e30024328ebbc542" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85212523574&amp;doi=10.1007%2f978-3-031-67547-8_47&amp;partnerID=40&amp;md5=fb341195b61590a2e30024328ebbc542</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 27306038 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Book chapter Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Venkatesh S., Department of Commerce, Christ University, Karnataka, Bangalore, India; Kavitha R., Department of Commerce, Christ University, Karnataka, Bangalore, India