Digital content marketing and consumer brand engagement on social media- do influencers’ brand content moderate the relationship?
Date
2023
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Journal of Marketing Communications
Abstract
Digital content marketing (DCM) has been found to be effective in
engaging consumers with brands, particularly on social media.
Complementing DCM pursuits with social media influencers’
(SMIs) brand content can further enhance the ameliorating results.
This study aimed to empirically assess DCM’s relationship with
consumer brand engagement on social media and how SMI’s
brand content moderates this relationship. Through a quantitative
approach, the empirical data was purposefully collected from 1022
respondents via a web-based survey questionnaire. The findings
indicate that DCM campaigns with information, entertainment,
commercial and emotional focus have positive relationships with
consumer brand engagement, except when DCM campaigns have
negative emotional elements. Moreover, the brand content of SMIs
significantly moderates the relationship between DCM elements
and brand engagement. However, DCM campaigns with negative
emotional elements have a negative relationship on brand engagement when SMI is a moderator. This study is significant as it empirically tests the interplay among DCM, SMIs, and brand engagement
on social media, contributing to the literature on this topic.
Description
Research Article
Keywords
Digital content marketing, influencer marketing, SMIs