ASSESSMENT OF CONTENT MARKETING EFFECT ON CONSUMER BEHAVIORJournal: Journal Association 1901 SEPIKE (Vol.1, No. 13)
Publication Date: 2016-06-30
Authors : Aušra Pažėraitė Rūta Repovienė;
Page : 110-113
Keywords : content marketing; assessment of marketing effect; consumer behavior;
This paper analyzes the theoretical aspects of content marketing effect on consumer behavior assessment. The main goal of this paper is to determine how to measure content marketing effect on the consumer behavior. The first part of this paper deals with theoretical insights about content marketing and its effect on consumer behavior. Literature analysis reveals that quality content is able to encourage profitable user behavior. For the better results, perception of content marketing effect assessment is important and valuable. The second part of our research focuses on assessment of content marketing effect on consumer behavior. The analysis of content marketing assessment gives a presumption for theoretical model. Theoretical model of assessment of content marketing effect on consumer behavior includes separate stages and important aspects of assessment process. The paper ends with discussion, conclusions, practical insights and future development research directions.
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