Digital Content Marketing

Title

Digital Content Marketing

Creator

Raj, Lakshmi; Sankar M, Mallika

Description

Digital Content Marketing (DCM) is the strategic creation and distribution of relevant brand-related content on digital platforms, aiming to foster favorable brand engagement, trust, and relationships with current or potential customers. Despite its widespread use in practice, academic research on DCM is limited, creating a significant knowledge gap. This study addresses this gap by conducting an exploratory research synthesis of DCM literature from 2008 to 2024. The primary objective is to provide a comprehensive overview of pertinent studies and create a conceptual integration that elucidates DCM?s impact on marketing practices. Utilizing a targeted search on the Web of Science Database, 15 published papers were identified and analyzed based on specified search criteria. The findings contribute to a more holistic understanding of DCM?s role as a prevalent trend in contemporary marketing practices. 2026 Elsevier Inc. All rights are reserved, including those for text and data mining, AI training, and similar technologies.

Source

International Encyclopedia of Business Management;pp.Vol1:353-Vol1:358

Date

01-01-2025

Publisher

Elsevier

Subject

Authenticity-based motives; Brand engagement; Brand loyalty; Branded content marketing; Convenience; Digital Content Marketing; Functional motives; Hedonic motives; Online purchase intention; Perceived enjoyment; Relationships; Self-brand connection; Technology Acceptance Model (TAM); Trust; Uses-and-gratifications (U&G)

Coverage

Raj L., Christ University, Bengaluru, India; Sankar M M., Christ University, Bengaluru, India

Rights

Restricted Access; Hardcopy may be available in the library

Relation

ISBN: 978-044313701-3; 978-044313702-0;

Format

online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.1016/B978-0-443-13701-3.00155-9

https://www.scopus.com/pages/publications/105029609959?origin=resultslist