TY - JOUR
T1 - Digital content marketing and consumer brand engagement on social media- do influencers’ brand content moderate the relationship?
AU - Odoom, Raphael
N1 - Publisher Copyright:
© 2023 Informa UK Limited, trading as Taylor & Francis Group.
PY - 2023
Y1 - 2023
N2 - 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 purposively collected from 1022 respondents via a web-based survey questionnaire. The findings indicate that DCM campaigns with an 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.
AB - 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 purposively collected from 1022 respondents via a web-based survey questionnaire. The findings indicate that DCM campaigns with an 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.
KW - DCM
KW - Digital content marketing
KW - SMIs
KW - brand engagement
KW - influencer marketing
KW - social media influencers
UR - http://www.scopus.com/inward/record.url?scp=85168884342&partnerID=8YFLogxK
U2 - 10.1080/13527266.2023.2249013
DO - 10.1080/13527266.2023.2249013
M3 - Article
AN - SCOPUS:85168884342
SN - 1352-7266
JO - Journal of Marketing Communications
JF - Journal of Marketing Communications
ER -