CONTENT MARKETING STRATEGY IN INCREASING CONSUMER INTERACTION ON SOCIAL MEDIA
Keywords:
Strategy, Content Marketing, Digital Marketing, Consumer Interaction, Social Media
Abstract
This research aims to investigate and analyze content marketing strategies that are effective in increasing consumer interaction on social media platforms. This research uses a qualitative approach with descriptive methods. The research results show that implementing a content marketing strategy with a focus on quality, engagement and consumer interaction on social media has a positive impact. Through data analysis and campaign performance monitoring, we can see increased brand awareness, strong relationships with audiences, and an active online community. Fast response to consumer interactions and utilization of social media analytics tools help companies measure and improve the effectiveness of their content marketing strategies. These results underscore the importance of optimizing content marketing in the digital era to build meaningful connections with consumers, gain trust and strengthen a brand's position in the world of social media.
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References
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2. Barajas-Portas, K. (2015). The impact of consumer interactions in social networking sites on brand perception. Journal of Internet and e-Business Studies, 2015, b1-8.
3. Hanna, R., Rohm, A., & Crittenden, V. L. (2011). We’re all connected: The power of the social media ecosystem. Business horizons, 54(3), 265-273.
4. Helme-Guizon, A., & Magnoni, F. (2019). Consumer brand engagement and its social side on brand-hosted social media: how do they contribute to brand loyalty?. Journal of marketing management, 35(7-8), 716-741.
5. Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of interactive marketing, 28(2), 149-165.
6. Holliman, G., & Rowley, J. (2014). Business to business digital content marketing: marketers’ perceptions of best practice. Journal of research in interactive marketing, 8(4), 269-293.
7. Järvinen, J. (2016). The use of digital analytics for measuring and optimizing digital marketing performance. Jyväskylä studies in business and economics, (170).
8. Kotler, P., Jain, D., & Maesincee, S. (2002). Marketing moves: a new approach to profits, growth, and renewal. Harvard Business Press.
9. Lieb, R. (2012). Content marketing: Think like a publisher-How to use content to market online and in social media. Que Publishing.
10. Lou, C., Xie, Q., Feng, Y., & Kim, W. (2019). Does non-hard-sell content really work? Leveraging the value of branded content marketing in brand building. Journal of Product & Brand Management, 28(7), 773-786.
11. Mahmić-Muhić, N., & Klico, A. (2022). The importance of content marketing for achieving customer brand engagement. In BH Ekonomski forum (Vol. 16, No. 1, pp. 131-150).
12. Miles, M. B., & Huberman, A. M. (1994). Qualitative data analysis: An expanded sourcebook. sage.
13. Moctezuma, N. P. B., & Rajagopal. (2016). Role of digital marketing in driving business performance in emerging markets: an analytical framework. International Journal of Business Forecasting and Marketing Intelligence, 2(4), 291-314.
14. Mulhern, F. (2013). Integrated marketing communications: From media channels to digital connectivity. In The evolution of integrated marketing communications (pp. 11-27). Routledge.
15. Saura, J. R. (2021). Using data sciences in digital marketing: Framework, methods, and performance metrics. Journal of Innovation & Knowledge, 6(2), 92-102.
16. Simon, F., & Tossan, V. (2018). Does brand-consumer social sharing matter? A relational framework of customer engagement to brand-hosted social media. Journal of Business Research, 85, 175-184.
17. Tafesse, W., & Wien, A. (2018). Using message strategy to drive consumer behavioral engagement on social media. Journal of Consumer Marketing, 35(3), 241-253.
18. Tsimonis, G., & Dimitriadis, S. (2014). Brand strategies in social media. Marketing Intelligence & Planning, 32(3), 328-344.
19. Turban, E., Bolloju, N., & Liang, T. P. (2010, August). Social commerce: an e-commerce perspective. In Proceedings of the 12th International Conference on Electronic Commerce: Roadmap for the Future of Electronic Business (pp. 33-42).
20. Wang, C. L. (2021). New frontiers and future directions in interactive marketing: inaugural Editorial. Journal of Research in Interactive Marketing, 15(1), 1-9.
21. Yulianah, S. E. (2022). Metodelogi Penelitian Sosial. CV Rey Media Grafika.
Published
2022-12-29
How to Cite
Popo Suryana. (2022). CONTENT MARKETING STRATEGY IN INCREASING CONSUMER INTERACTION ON SOCIAL MEDIA. INFOKUM, 10(5), 1263-1268. Retrieved from https://infor.seaninstitute.org/index.php/infokum/article/view/2249
Section
Articles
