CHAPTER-2

REVIEW OF LITERATURE

The review of literature illuminates the impact and effectiveness of content marketing
in influencing the willingness of consumers to relatively higher prices to certain brand
products in comparison to the others. The review of literature reveals the deep
understanding of the concept and various dimensions in context to the content
marketing in the present highly complex, dynamic and transforming business
environment. The present study explains the aspects related to experiment or content
marketing, the various challenges encountered by the marketers and manufacturers in
making it a success.

2.1 REVIEW OF LITERATURE

Kumar et al., (2019)in their study analysed the effectiveness of Mass prestige based
marketing system that effects the willingness of consumers to highly consider the
particular brand and pay more in comparison to the mass brands available in the
market. The study was conducted with 93 articles published before and after [Link]
study reflected the drastic shift from luxury to Mass prestige brand strategy to gratify
the consumers seeking for prestige status. Mass prestige based marketing is based on
the foundation of building brand value on the basis of emotions, aspirations, attributes
and status it lays to the people. This strategy has been found supportive to benefit the
marketers gaining market share with the introduction of diffused brands. The study
highlighted the lack of consideration of products from service sector by Mass Prestige,
as the entire inclusion was the product-based brands.

Chen and Lin (2019) analysed the impact of social media marketing practices on the
consumer satisfaction and purchase intention. The utilization of social media avenues
has been very popular among the marketers to develop and grow in terms of futuristic
business opportunities. The study was undertaken with the 502 participants who have
been the active social media users in Taiwan. The research depicted the significant but
indirect influence of social media activities on the customer gratification through the
perceived value and social identification. Moreover, the study also depicted the direct
impact of perceived value and social identification on the customer satisfaction, buying

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intent, continuance intent and involvement intent. The study has also suggested the use
of community operations to enhance the forum content.

Lankova et al., (2019) in their study drew the comparison of social media marketing
across the B2B, B2C and other mixed business models. The use of social media
platforms as the prominent form of marketing has been widely accepted by the business
firms. The active engagement of the customers is considered necessary to get reach
maximum business goals. The study was undertaken with the 449 responses mustered
through the active social media users. The findings of the study indicated that B2B
social media utilization is entirely distinctive from the B2C, B2B2C and other mixed
approaches of marketing. In addition to it, the B2B approach had been found as less
relationship oriented in terms of establishing business relationships with the target
customers in the highly competitive business world.

Jacobson et al., (2019) conducted a study to examine the impact of social media
marketing in the present business world. Social media has different uses across the
public and private sectors. The former sector uses the content marketing to enhance
their profitability; whereas public sector uses it to disseminate the valuable information
to the public. Marketing comfort is highly preferred by the marketers in order to
publicize the content via regular and active involvement of the customers. The study
was undertaken with the 751 respondents who were the consumers actively harnessing
the various social media avenues in United States. The study highlighted that
individuals‟ comfort with the online content advertising act as the strongest contributor
to strengthen the public relations as well as the opinion mining.

Hansen et al., (2019) illuminated the various aspects in context to the marketing-
entrepreneurship interface as a way to respond to the ever-mushrooming demands of
the complex business environment. The concept of marketing entrepreneurship
interface has gaining significance as the important mechanism to enable the messiness
of surrounding experiments. The study highlighted that competitive environment;
socio-cultural aspects; political environment; technological prospects and economic
contexts act as the core thespians to influence the opportunities and values to bring
about innovative and fruitful marketing practices. The entrepreneurial marketing has

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been found playing imperative role of proactively identifying and exploiting the
prospects and leveraging them for the creation of brand value in the market.

Rust (2019) in his study has revealed the technological transformations at the global
level, geopolitical trends and socio-economic trends as the major factors that have
added new dimensions to the concept of modern marketing practices. These indicators
have been found significant in terms of establishing sound relationships between the
business and customers and constant proliferation as well as expansion of firms‟
operations, its service expansion and sustainability in the market. The study illuminated
the active engagement of customers in the marketing activities by way of sharing their
creative ideas and experiences as well constant practices related to research practices as
the dire requisite to carry out the experimental strategies to attach more weight to the
realistic and futuristic advancements.

Boyd and Koles (2019) in their research analysed the impact of virtual reality on the
Business-to-Business marketing. Virtual reality has been regarded as the real-time
experience sharing aspect that emphasize on the user interactive environment. The
research revealed the moderating influence of various domains related to buyer-supplier
associations, engrossing social complexity, task complexity and knowledge complexity
on the significant contribution of virtual reality on the value-in-use perceptions. The
best part of using such practice is the relevant platform for both the buyers and sellers
to provide co-existence and optimum interaction. Moreover, the study emphasized on
the constant research and development initiatives that aim at introducing and enhancing
the best marketing practices.

Huang et al., (2019) analysed the different dynamics of dimensions related to

Consumer Perceived Value in relation to the mobile marketing. The study was
undertaken with 179 participants consisting of 100 males and 79 females between 18
and 35 years age group. The study revealed that the significant dynamic differences
exist among the design value, emotional value, monetary value, guarantee value and
functional value dimensions in the ideology of consumers. It was also revealed in the
study that the gender differences also play significant part in influencing the marketers
in framing the marketing strategies to influence the decisions of the customers.

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Therefore, it was recommended that the proper initiatives must be taken by deeply
understanding the perceptions of the consumers.

Hoolbeel and Macky (2019) analysed the role of digital content marketing in fostering
consumer engagement, value and trust. Digital Content Marketing has been regarded as
the process of ascertaining, anticipating and gratifying the requirements of the potential
customers in a fruitful manner. Customer awareness, participation and retention act as
the outcomes of the various interventions adopted by the marketers. Moreover, digital
platform also fosters the emotional; cognitive and behavioural aspects of the customers.
The user-generated content on the basis of actual experiences also sticks them with the
business brand; attract new customers by way of word-of-mouth publicity and as a
result yield maximum benefits to the business firms. So it was recommended that
marketers must support the authentic content and update it regular intervals of time.

Phillip et al., (2019) analysed the effectiveness of Mobile Augmented Reality

marketing to improve the brand image and sales in the market. The use of mobiles and
internet technology has become an imperative part and parcel of life across all strata in
the society. The researchers highlighted that consumers‟ inspiration act as mediating
variable between the consumers‟ advantages derived from the Augmented Reality
applications and transformations in the brand attitude. Augmented Reality has been
found as the significant role in enhancing the emotional gratification among the
consumers. Moreover, the study also suggested that the content marketers must
acknowledge these applications over their inspirational potential among the customers
instead of relying on the attitudes of the customers.

Gesualdi (2019) in his study discussed the conflicting perspectives in context to the
public relations and encroachment of marketing practices. There has always been a
challenge to draw a deep and smooth association between maintaining sound public
relationships with the marketing practices. The inception of social media has acted as
the boon to ameliorate the relationships between public relations and antiquated
marketing practices. The study revealed that social media has become key to the entire
marketing process. Social media provides the online users a platform to actively
participate with the entrepreneurial activities of the organizations by way of business to
user interface. The concept of Integrated Marketing System has possibly proposed the

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negative and positive aspects in relation to the public relations, advertisement and
marketing in the highly complex and dynamic environment.

Fink et al., (2019) examined the effect of Facebook-based celebrity endorsement on the
buying intentions of the consumers. The practice of entrepreneurial marketing has been
developed swiftly due to constant research and development of various perspectives in
this context. The sample size of the study was 234 active members of Facebook
community. It was revealed by the study that the business and customer relationship
has been mediated by the brand image represented by the sponsor and mediated by the
differences in the brad products. The perceptions and experiences shared by the
different users are the biggest gauntlets that highly affect the marketing criterion of the
brand product. Therefore, the adoption of online content marketing must be
acknowledged and accepted by the potential entrepreneurs by introducing timely
updations and revisions in their strategies.

Naseri and Noruzi (2018) examined the validation of content marketing in the present
era. The study was undertaken with the 55 documents relevant in this domain and 16
experts from the field of content marketing using Fuzzy Delphi in three rounds. The
study revealed the different stages in the entire process of content marketing that begin
with the designing the aim of the content marketing, analysing the intentions and
concerns of the target audience, choosing the most interactive and suitable media
channel to impart knowledge to the customers, obtaining the outcomes and results from
the various strategically initiatives to get the maximum benefits as well as examining
the need for the changes in the contemporary practices to benefit the marketers and
manufacturers from the initiatives. In addition to it, the research stressed on the analysis
part for enhancing the decision-making process and plan further for productive
practices.

Osterle et al., (2018) have effectiveness and challenges of using experiential marketing
as the B2B branding. The study was undertaken with the 37 experts working consisting
of the exhibition designers and business visitors working for different operating
companies. The operating companies prefer to adopt the live product experiences to
share with the target audience in order to attract new customers by creating the product
awareness and educating the customers of the product qualities. The three-dimensional

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business cards were reckoned as the best strategically measures to initiate and build
long-term business relationships. Moreover, an action-perception experience between
the brand employees, customers and environment allows the co-creation of the brand
world experiences.

Denic et al., (2018) ascertained the preferability of internet marketing by the small and
medium sized enterprises in context to the placement of wine in the market of
Metohija. The placement of wine in the market is affected due to the social and
business environment. The study revealed that online advertising helps in swift
response, low cost, easy to adjust and continuous outcomes for the medium and small
scale winery businessmen. Although, the online marketing has been recognized a the
fine and sophisticated option to connect a wider range of customers, but the poor
connectivity and inadequate internet infrastructural facilities have acted as the big
hurdles that effect the survival of the small businessmen. It was suggested that there is
dire need to take adequate interventions so as to enable the businessmen to take
comparative advantages.

Qashou and Saleh (2018) investigated the various factors that influence the acceptance
and execution of e-marketing strategies among the restaurants. E-marketing has
become very popular in the global market with the introduction of Information and
Communication Technology. The study was undertaken with the sample of 223
workers working in small and medium-sized restaurants in Palestine. The study
highlighted the positive impact of e-marketing practices on the marketing performance
and long term benefits to all the associated stakeholders. Moreover, it was also found in
the study that the technological; environmental and organizational factors play an
imperative role in successful execution of the marketing strategies by the enterprises.

Chirumulla et al., (2018) in their research investigated the marketing as well as

Research and Development interfaces across the manufacturing industry. The
marketers are well acquainted with the effectiveness of utilization and engagement of
the potential users with the social media avenues. The study has been undertaken by
interviewing the 38 participants working in the manufacturing Industry in United States
of America. The engagement of the customers with the particular brand product has
been recognized as the base for enhancing the prospective yields of industries.

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Coordination, Cooperation and Co-production have been regarded as the three best
phases to gain better prospects for the organizations as well as the potential customers.

Smith and Harvidson (2017) in their research work provided new approach and
understanding of consumers‟ perspectives of their engagement with the practices of
content management. The data was collected from 9 respondents from 18-21, 22-25
and 26-30 age groups in the University of Boras, Sweden and they were active social
media users and precisely involve in the entire process of content awareness and
analysis. The study revealed that the engagement of consumers with the particular
product brand is the psychological state that is enabled with the help of credible,
relevant, effective and distinctive content marketing process. Social media has been
reckoned as the best channel used by the marketers to provide the customers with the
relevant brand information, which is beneficial for the customers as the best way to
make choices as well as for the firms to yield maximum profitability.

Plessis (2017) examined the role of content marketing across social media content
communities for engaging the target audiences. Social media has become directly or
indirectly associated with branding due to its effectiveness to connect to the target
consumers over the individualized and customized basis. The companies have been
using social media avenues for building and strengthening the relationships with
consumers by concocting platform-specific communities; understanding channels and
content communities in an innate manner approach. The study has been undertaken
using the content analysis of 51 practitioner documents associated with the B2C
content marketing initiatives using the QDA miner. The study highlighted that content
marketing through social media avenues play a significant role in raising the brand
values of the products and services; as they are becoming significant part in our
quotidian lives.

Key and Czaplewski (2017) in their study provided an insight of the various social
integrated marketing strategies to influence the upstream decision as well as the policy
makers. The use of promotional elements is essential to yield better outcomes by
gratifying the exigencies of the target audience. The direct marketing mechanism is
being practices by majority of the organizations irrespective of their scale of operations
at the global level to maintain public relationships and promote the customer oriented

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and sales oriented in furtherance. There is dire need to concoct and craft the various
practices by properly analysing the target audiences and coordinate their efforts to yield
maximum positive impacts in the long run.

Hudak et al., (2017) discussed the significance of e-mail marketing in E-commerce in

present scenario. Email marketing has been widely used as the most influential tool of
communication and establishing B2C relationships. The study was conducted with 14
respondents between 23 and 45 years age group to analyse the effectiveness of content
marketing practices among the Slovakian firms. The eye tracking technology has been
persuading the use of online marketing platforms as the tech-savvy generation spends
most of their time on the mobile seeking updates and polishing their product related
information in the current scenario. The study stressed the optimization of content,
improvement in the reliability and clarity so as to yield better results.

Moran (2016) in his study highlighted the relationship between content marketing and
customer engagement in the business environment. The research revealed the
credibility; target market; measurability and differentiation as the foundational
properties of the successful content marketing necessary to attract the customers and
reach the customer engagement. The study revealed that these properties of content
marketing, which are considered significant to reach the best possible echelon of
customer engagement, their emotional response and their ability to create the proper
actions. Both online as well as offline platforms play a significant part to secure the
bonding between the firm and their loyal customers by way of realistic communication
and personalized interactions.

Shaltoni (2016) examined the effect of E-marketing education at the global level. E-
marketing courses and programs have been introduced by number of educational
institutions to respond to the demands of the transitional business environment. The
study was undertaken by exploration of 120 business schools over the globe. The study
revealed the transitional phase of the E-marketing learning by the professional
marketers and research designers. The major challenge to adopt the E-marketing has
been the fast intensity of changes in the present world due to active participation and
awareness among the potential consumers in the present highly competitive business

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environment. All the learning courses and initiatives are supposed to be updated at
regular intervals of time so as to maintain the effectiveness of such proposed initiatives.

Hakkarainen (2016) has discussed the various challenges and opportunities of content
marketing as the way of digital marketing communications in the present epoch. The
topic of content marketing is very trendy in the present times in the digital
environment. Making and strengthening the public relationships with the well informed
customers are the foundations to the content marketing. The main significance of
content marketing lies in the long term customer engagement with the brand by way of
helping, making them aware, educating as well as entertaining the consumers in the
various domains of their choices to align them with the brand image. The creation of
credible and relevant content, cost efficient content, extremely adequate information of
psychology of target customers as well as the optimization of websites for the search
engines are the major challenges while framing the content to optimize the profitability
and sales volume.

Tarja (2016) in her study analysed the contribution of content marketing in establishing
and building the firms‟ branding as well as business for long span of time. The study
was undertaken with the case study of a Company X having 150 participants working
in Estonia and Finland. The study revealed the importance of content marketing in
enhancing the customer engagement; their brand awareness as well as loyalty through
share of relevant, interesting and valuable content. The effective content could also
prove to be beneficial in terms of acquiring new customers and increasing the sales so
as to yield maximum returns. Moreover, the highly competitive environment has been
found as the biggest challenge for the execution of content marketing strategies adopted
by the marketing firms.

Ahmad et al., (2016) examined the effect of social media content marketing on the
brand health. The social media plays an effective role in conveying genuine
information to the consumers by actively involving them with the brands. Brand health
has also been recognized as the major indicator of ascertaining the awareness about the
particular brand among the tech-savvy target audience in the contemporary era. The
study revealed that time spend on the particular site, social likes, subscriptions,
repetitions in the visit to the particular content and bounce rates play the role of

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indicators in ascertaining the brand health of a particular product or service. The
researchers also emphasized on the need to take active interventions in order to allure
and engage more customers to the brand.

Kotler and Keller (2016) have propounded that content marketing acts as the answer to
the numerous queries of the highly active and knowledgeable customers in the present
digital environment. The content strategy enables the firm to greet the needs and
demands of the valuable customers by carefully defining the process of utilizing the
contents and measurements available to them. The study stated that the content
marketing has been found as the productive aspect to reach the target market by
analysing the best possible interventions and possibilities. There is dire need to follow
the proper plan outlines to increase company value on the basis of the best market
possibilities by understanding the market climate and trends in the surrounding;
creating the adequate strategy, making proper marketing plan, executing them and
evaluating the effectiveness, success or failure of the marketing practice.

Wong and Yazdanifard (2015) have described content marketing as the powerful
marketing mechanism in the swiftly moving, digital and information world. Almost all
the corporate enterprises have gradually been accepting the benefits of active
engagement with the content marketing practices. The realization of self-worth and rise
in the knowledge on the part of consumers as well as the introduction of Information
and Communication Technology have acted as the major causes to acknowledge the
content marketing as the effective tool in the present competitive business environment.
Moreover, the study also highlighted the localization, personalization, indulgence of
emotions co-creation, trust building and diversification of approach as the major
strategies followed by the enterprises while implementing the concept of content
marketing to keep the customers very well engaged with the virtual reality depicting the
publicity material freely.

Schryers (2015) highlighted the major goals for the adoption of content marketing
practices. Mustering long term brand loyalty; brand awareness; stabilizing the brand
reputation; enhancing loyalty; increasing brand knowledge and perplexing product
loyalty among the potential consumers to sustain long term stability and sustainability.
Recent years have witnessed the change in the perceptions and attitudes of the

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customers due to the impact of Internet and Communication Technologies (ICTs) The
Case studies, in-person events, Info graphics, webinars and online presentations have
been recognized as the prominent forms of sharing content with the valuable customers.
Content marketing persuade the customers to actively involved in the process of
acknowledging the worth of being the part of market practices. The use of Information
and Communication Technology has been suggested by most of the entrepreneurs and
marketers in order to increase the benefits of the advanced interventions and strategies.

Kilgour et al., (2015) has been in the favour of digital content marketing as the best
way preferred by the enterprises to actively engross the target customers with the
interventions to make the brand popular among them. The appropriate use of content by
the marketers plays an important role in successfully engaging the consumers and
influencing their buying behaviour. There are many channels such as social media, e-
books, webinars, videos, podcasts, mobile content, images, white papers, info graphics,
e-mails, microsites, articles, PDFs, digital newspapers and blogs, which are used by the
marketers to make the brand popular among the potential buyers and act as word-of –
mouth publicity to communicate the others during the buying cycle.

Morgen (2015) discussed the significance of using various strategies to execute the
content marketing in business. The concept of content marketing has been evolving as
the powerful marketing tactics in the fast moving, digital and information driven
dynamic environment. As the customers live in the era of information driven
environment, they need updated and valuable information regarding various products
available to them in the process of decision making. The Multinational companies
engross in the content marketing and focus on the adoption of providing accurate
information by targeting the right audience for maintaining the consistent brand image.
The researcher emphasized on the proper knowledge on the part of marketers to act as
publishers of the right content to enable those making right decisions.

Oyza and Edwin (2015) have discussed the effectiveness and challenges of using social
media as a mechanism to promote organizational marketing management. Information
and Communication Technology has mustered significance during last few years as a
way of socializing and transforming communication among generations. Social media
has been widely accepted as the significant source of communication between the

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organizations and consumers due to many positive consequences in terms of increased
exposures of marketers of their businesses, reduction in the marketing expenses, and
development of better relationships with potential customers, strengthening the brand
value, development of loyal customers and adequate insight of the market place.
Moreover the researchers also depicted that the lack of consistency to be in touch with
the audience with adequate information, lack of transparency and increase in the social
media traffic act as the major failures for the successful implementation of content
marketing through the social media avenues.

Hanninen (2015) undertook the study with eight Finnish companies to examine the
perceptions of the content marketing practices in the phase of digitalization and due to
the introduction of the technologies. The digital social marketing tools like websites,
social networking sites, e-magazines and blogs have popularized content marketing
among the marketers and manufacturers over the globe. The research was done with
three prominent interviews conducted with professionals from marketing agency.
Content marketing has been accepted as the cyclical and continuous phenomenon,
which is more instrumental as a way of increasing product or service knowledge
through provision of adequate information. The study revealed that the adequate
utilization of practices related to content marketing is based on the clarity of target
audience.

Plessis (2015) evaluated the best practices related to the content marketing executed by
the marketers by analysing the significant elements through 55 definitions defining the
perceptions of the marketing practitioners. The major elements revealed by the
marketing research have been medium element; strategic element; formation element,
intrinsic element and communication element each signifying the imperative aspects
that begin with the analysing the need to find the suitable audience and making all the
possible efforts to reach them following the suitable channels. The study also focuses
on the adoption of an integrated ideology so as to enhance the possibility of brand
engagement with the valuable customers. It was stressed that the marketing agencies
should hire well acquainted managers and content officers as well as train them at
regular intervals of time so that their efforts could align with the interests and demands
of the target audience.

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Liu and Huang (2015) documented that the content marketing has replaced the
traditional advertising process to imposing the different thought process on the others.
The study highlighted the lack of active involvement of target audience in the process
of integrated relationship and communication marketing. The marketers have adopted
the concept of content marketing as the significant way to establish better relationships
with the active and aware consumers to attract them towards the brand. The researchers
emphasized on the need of managing the various complexities in the process of content
marketing by focusing on the consumer cantered philosophy. Hence, the study revealed
that in order to influence the consumers it becomes necessary to include their own
perspectives to persuade their own zeal to demand for the particular brand.

Maharni and Gozali (2015) proposed a Social Network Analysis Strategy to enhance
the marketing strategy across the Small and Medium enterprises in Indonesia. The
approach is entirely based on the foundation of interaction between the concerned units,
which has two-way benefits to both the parties. Social media has depicted as the
productive way to socialize with the people in Indonesia to impart knowledge of
distinctive fields. The study also revealed the various challenges encountered by the
strategists and marketers in terms of measuring the centrality of the network; defining
the adequacy of approach in terms of user-based and content-bases opinions and
ascertaining the ways to enhance the Social Network Analysis strategies.

Zahay (2014) revealed that content marketing is highly preferable marketing

phenomenon adopted and implemented by the marketers in order to engage with the
target community and resolve various concerns. The study also highlighted the
unpredictable approach, fluctuating and dynamic mind-set of the target consumers due
to the emergence of technological environment, which demands the marketers to be
very swift, knowledgeable and efficient ample to steer the opinion and priorities of
their consumers by exchanging relevant and worthy information. Content marketers are
required to have a thorough understanding of the needs and dynamic demands of the
customers. Moreover, the inception of social networking sites and other social media
sources have acted as significant mechanisms to align the perceptions of customers and
future prospects of the brand producers.

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Holliman and Rowley (2014) have supported the effective use of content marketing
strategies in accordance with the need of the situation so as to guide the efforts related
to content marketing to yield better results. Content marketing has been recognized as
new catastrophe in the present business environment, where customers are more
advanced and have adequate knowledge of the global scenarios and trends. So they
steer to adopt those practices in their quotidian patterns of living. The adoption of
suitable brand strategy enables the business to attract the consumers who have already
been attached to the brand and have more probability to attract towards the content due
to its higher intensity of relevancy. Social media engagement of the customers has been
regarded as the best practice to convert the target audience to the loyal customers for
long span of time.

Donofrio (2014) conducted a study to discuss the various tactics and strategies follow
by the marketers to make the content marketing effective in the public relations
industry. Most of the companies use the available social media avenues as the tools to
allure and persuade the customers to attain their motive of profitability. The study was
undertaken with four working professionals from marketing and public relations
industry in California. The study revealed the content marketing as the highly effective
mechanism to enable the companies connecting to their potential customers and
informing them about their valuable service or product brand as well as to establish
long-term public relations. The study also highlighted the use of info graphics and
written words as the best possible techniques used by the companies to influence the
psychology of their target customers.

Content Marketing Institute (2014) has conceptualized content marketing as a

technique to think, create and disseminate relevant, genuine and constant content for
attracting and acquiring a clear cut well defined audience in order to steer the actions
on the part of customers for mustering maximum profitability in the highly competitive
environment. Content marketing acts as a significant way to confabulate with the
customers about the product or service without actually indulge in the sale of the
product. The study has regarded the content marketing distinctive from other tools of
marketing or advertising purely on the basis of the management of social media
avenues. The information provided by the content marketing tools has been accepted as
two-way profitable approach; on the one hand they give more genuine, relevant, worthy

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and effective to the customers and on the other hand lead to more profits to the
companies by freezing customers‟ loyalty and retention for long span of time.

Elisa and Gordini (2014) have highlighted the increasing trend in the utilization of
content marketing practices by entirely focusing on their on the creation of suitable
content that could influence the psychology of potential audiences, smooth deliver of
the content form by choosing best possible form to disseminate the product or service
knowledge to maximum customers and managing the content by updating them through
strong content marketing officers. The study was conducted with professionals from
235 firms in Italy. The researchers have stressed on the requirement of updating,
changing and enhancing the psychological behaviour of the potential customers by
changing them from aspiring customers to the loyal brand buyers by creation of
influential content. The study explained that the main motive of the content marketing
is the improvement in the brand loyalty of the customers.

Rissanen (2014) have illuminated that the concept of content marketing has been
becoming very popular among the Finnish companies. Marketers have accepted the
productive and significant contribution of content marketing in remodelling the aspects
and widening the horizon of the marketing practices with the inception of Information
and Communication Technologies. The concept of content marketing has been
regarded more integrated and digital as the entire generation has become tech-savvy
and hands-on with the utilization of various social media tools for informing,
persuading and reminding the valuable customers as well as attracting the new target
customers by passing detailed and minute information putting the numerous aspects
altogether.

Ramos (2014) have propagated content marketing as the sum total of all marketing
techniques that aim at providing high-quality outcomes involving all the content
relevant enough to aware, educate, involve and engaging the target audience for long
span of time with the particular product or service brand. Content marketing is a wider
aspect that goes beyond creating the product and forming the durable impressions in the
minds of customers. The true outcomes for using various strategies related to content
marketing lie in its ability to disseminate the adequate information to guide and
influence the psychology of the customers. The researcher has considered the content,

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engagement of the customers and the objectives as the best way to generate
involvement, expression and pro-activity of the customers through interactions with the
firms.

Slater (2014) has stated that as a dynamic approach, the content marketing acts a
authentic platform that enable the marketers to engage and aware their customers by
sharing the experiences and ideas of the potential customers and establish a long term
association with them. The main idea of using content marketing practices is recycling
and reusing the online content by way of several readily available platforms like
images, audios, videos, posts, events, written articles and blogs in order to establish
relationships with the customers. The concept has become very popular among the
practitioners, researchers and marketers so as to yield long term benefits by sustaining
the product uniqueness, ensuring consistency, improving quality and assuring relevance
in the contemporary trends.

Tucker (2014) has conceptualized content marketing as a new marketing term, which
has gained momentum with the introduction of various social media avenues. The
worthy information provided by the various companies enable the readers to share it
with their communities, which serves as a valuable mechanism to aware the people and
make new customers. Moreover, the study revealed that the busy routine of the people
acts as a push factor to stimulate them gathering adequate and swift information over
numerous products and services just with one single click. It acts as a way to enable the
marketers and companies to be in touch with their customers about the brands and
spark their interest to gain future prospects. Multiple ways are adopted by the marketers
such as articles, piece info graphics, press releases, blogs and newspapers to revitalize
the content driven practices.

Herbes and Ramme (2014) in their study examined the impact of online marketing
practices on the consumers‟ preferences regarding the electricity from renewable
resources. The study was undertaken with the 480 web providers‟ websites by
analysing the scenario of 620 product brands marketed over them. The study
highlighted that the communication by the energy providers with the target audience
was in line with the nature experience, utilitarian benefits as well as warm glow. The
detailed information furnished by the energy providers has been found significant in

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influencing their decisions about the utilization of renewable energy sources. The
research emphasized on enhancing the efficacy on the part of providers to communicate
the precise visual messages to the customers with the use of Info graphics and other
suitable visual effects.

Stemlie (2014) has documented the content marketing as the piece of content provided
by the firm and consumed or sought out by the valuable customers. Content marketing
yields significant results for the business in terms of bumper return on investment in the
current dynamic business world only if it is done in a correct and efficient manner. It is
found supportive to other business digital channels as well. The research has mentioned
that the buying cycle of the customers encapsulate four major steps i.e. sentience,
research about the product or service in the market, consideration of the product and
making purchase of product or service. Content marketing has been found instrumental
in terms of educating the customers through proper content and raising awareness
among them through sharing genuine information.

Harad (2013) has mentioned that content is shared by the companies in order to attract
better future prospects; generate interest of the potential customers and build the trust
of the customers by engaging the customers and updating the genuine information at
regular intervals of time. The concept of content marketing enables the concerned
organizations to share genuine content with the target audiences by reinforcing and
aligning them with the brands, as well as establish direct long term association of the
target audience with the brand as B2C communication. The main aim to introduce this
marketing aspect was to remodel the entire antiquated mode of marketing in the highly
competent business world. The use of modern media tools like social networking sites,
blogs and websites acts as word-of-mouth communication as compare to the other
marketing mechanisms.

Solomon (2013) has called content marketing a concept entirely distinctive from
advertising, which are a science and an art of sharing valuable information with the
target audience. It also acts as the marketing technique of attracting, retaining and
engaging the clearly defined audience. The Multinationals engross in content marketing
in order to dispense their brand‟s knowledge to the right audience that suit their profit
requisites on the global basis. The customers have become intelligent and smart in

53
terms of choosing right thing for them on the basis of useful factual information
available to them by way of various channels. In addition to it, the study has suggested
that it is necessary on the part of marketers to remodelled the contents in such a way
that they are culturally appropriate and relevant as well as adequate ample to build the
brand image in the mind of customers.

Miller (2013) has defined content marketing as the meaningful and valuable way for
reaching the several of the firms in term of profit making and long term sustainability
in the competitive business world. The concept of content marketing deals with process
of attracting, influencing, persuading, engaging and inspiring the customers to enable
the firms to attain the objective of profitability and long term benefits. It uses the
modular and integrated technique for attracting the customers to brand content by
replacing the antiquated advertising modes and mustering more attention to the brand.
The researcher also suggested that the brand marketers must adopt suitable
interventions and furnish them in a very well manner in order to compel the content
strategy as the best way to hold long term effectiveness.

De Clerck (2013) has regarded the content marketing as the umbrella term that
encompasses certain techniques, strategies, tactics and ways enable the fulfilment of
customers and business objectives with the proper utilization of content across
customers‟ life cycle. It allows the consistent; integrated and continuous
operationalization of business objectives in a realistic manner. It is long terms process
of defining the target audience in a well manner, finding the right stories or contents as
well as finalizing the use of proper channels. The significance of content marketing is
depicted in terms of increase in share value in the capital market, strong relationship
with the customers by satiating their zeal and strong sentience among the customers
with the use of effective media tools.

Business Wire (2013b) has revealed that majority of the marketing enterprises harness
the content marketing as the effective way for interacting with the customers and
creating long lasting association with them. The content is generally in written or info-
graphics manner and the companies use the newsletters, blogs, in-person events, case
studies, webcasts, social networking sites, white papers and various articles as
significant platforms to disseminate their customers with genuine and loyal customers.

54
The study also revealed the 7% rise in the utilization of info graphics from 2012 to
2013 as the best way to engage the customers and enhance the brand value of the
concerned company by improving the ranking of the brand on search engines and by
increasing the brand values by way of word-of-mouth publicity.

Rahimnia and Hassanzadeh (2013) analysed the effect of website content dimension
and e-trust on the e-marketing effectiveness among the present day organizations. The
role of technology and internet facility is recognizable across the business world at the
global level as the active tool to persuade the customers. The study was conducted with
the sample of 100 respondents who were the marketing and sales division managers
working in the saffron companies in khorasan province of Iran. The study revealed that
website content play a significant role in e-marketing to build the e-trust of the
consumers. Moreover, the study also highlighted the mediating role of e-trust in
building the association between the e-trust and the e-marketing effectiveness. The
study also emphasized on the practice of proper mass customer oriented initiatives to
reduce marketing costs and increase in profitability.

Puro (2013) has eulogized the recognition and adoption of content marketing by the
content marketers in the current competitive business environment. Content marketing
strategies are used by the firms in order to strengthen the image of product brand;
strengthen the relationship of firms with the customers, influence the approach of the
customers in the long span of time and reframe their buying behaviour with the creation
and utilization of effective content or info graphics. The long term sustenance of any
business entirely relies on their publicity through the modern means of communication.
The social media networking sites are highly utilized by the tech-savvy customers as
most of their time is utilized with the net surfing via blogging, content reading as well
as sharing with others. Therefore, the research stressed on the fruitful utilization of
numerous ways and means, which could prove to be productive to yield better results.

Hall (2013) elucidated the aims and benefits of content marketing. Content marketing is
highly effective to meet objectives like proper customer service; brand awareness
among customers; long term brand association and passionate subscription of the
consumers with the brand etc. The modern firms aim at educating and involving the
customers with the entire process through consumer-centric approach. The researcher

55
also mentioned the significance of the publishing medium to communicate with the
target customers. The study depicted that lack of control over the content marketing in
the highly complex and vast target audience is the biggest challenge for content
marketing as the marketers are unable to take adequate decisions regarding content
marketing practices.

Chaffey and Ellis-Chadwick (2012) depicted the weakness of the content marketing
strategies adopted by the various marketers. The marketers use various modes to
execute the content marketing practices such as mobile applications, blogs, web sites,
case studies, in-person events and social presence for publishing the information and in
return these networks act as word-of-mouth publicity for the brand product. The
challenges of choosing the media channel, lack of control over the outcomes, inability
to administer confabulation as well as the inadequacy to track the content viewers and
the target group for the product or service brand act as hurdles in smooth
implementation of content marketing strategies. Hence, it was suggested that the
genuine experiences of the employees, opinion leaders, customers and partners are
required to influence the target audience in a strong and proper manner.

Garner (2012)defined content marketing as the real time phenomenon that encapsulates
the research and development practices, production of the content, management of the
community, outreaching the customers, focusing on customer relationship, analysis and
measurement of the responsiveness and interaction between the customers and product
or service, calculation of real-time response as well as active interaction with the
customers by following numerous productive ways to enable the business firms yield
more profits in the long run. The researcher has considered content marketing as real
time marketing technique that embrace the customers on humanitarian grounds by
recognizing the functioning of technical constructs of content by way of multiple
networks.

Odden (2012) has documented the content marketing as the effective and contemporary
approach for attracting; engaging; inspiring the customers to reach the logical
conclusions to buy the particular brand and share their experiences with the others. The
customers acknowledge the changes in the trends and scenarios as well as educate
themselves accordingly by seeking information about the respective product or service

56
through the various available platforms in the market. Digital integration an and
communication enables the customers to choose their best preferred alternatives by
gaining generalized understanding and knowledge with regard to the current scenario.
The content marketing has been found effective in educating and influencing the
customers to steer the preferability of the consumers.

Chiu et al., (2012) illuminated the need of resonating and building positive emotions
among the potential customers to influence the sales turnover. The researchers
highlighted the need of proper content and channels like reviews, Facebook shares,
blogs and tweets to allow the users an opportunity to express their views and
experiences with the group or online community in a realistic manner rather than the
advertisement by the organization itself. The consumers evaluate the products
distinctively in an open manner. Various strategies are adopted by the content
marketers like definition of organizational objectives; analysis of targeting
demographics, developing and using the content by way of stories and active discussion
to influence the demands of target customers.

Pullizzi (2012a) has highlighted the various challenges faced by the leading
organizations to fill the posts related to content marketing. Content marketing has been
used as the valuable, compelling and effective measure to organize the customers and
engaging them through various media companies. The good content marketing has the
dire exigency of an active and strong storytelling background, which takes an
industrious effort. Moreover, there is difficulty to create and ascertain the foundational
requisites to hire the content officers and chief content officer to update the relevant
information to the target customers. In addition to it, the content marketing has been
acknowledged as the best platform that keeps the audiences in touch by using
distinctive platform in general and social media avenues in particular.

Patel (2012) has considered the content market as the strategy adopted by the modern
marketers to serve the needs of the business firms as well as gratify the insatiable
demand of the target audience. The highly transitional scenario in the business
environment demands the marketing managers to frame proper strategic devices so as
to provide good results to the business and provide the protection from the future
transformations. The researchers has prorogated that the provision of content to the

57
customers should be free as the content shared on social networking sites goes viral
very swiftly and effectively. Many media channels are actively engaged in owing and
earning through the 24*7 media channels to earn maximum revenue by rendering
fruitful information to the customers. Hence, it was suggested that the managers must
train their employees in a well manner so that their actions could reap real yields.

Falls (2011) has mentioned the dire need to rely on adequate way to influence the
psychology of the target audience to get long term gains. Content marketing has been
recognized as boon in the present scenario as a mode of selling the product or service
by capturing the attention of the customers in a productive manner. Many modes are
used by the producers or marketers such as newsletters; white papers; Tweets;
Podcasts; Videos, social Networking Sites in order to attract the audience. The content
provides the marketing managers opportunities to lay an illuminating platform for the
aspiring customers to buy and try the brand they find suitable to gratify their
requirements in a well manner. The customers become able to get a deep insight of the
products in a well manner and make a better choice on the one hand; the manufacturers
of the product or service become able to have an idea of response from the audience
and get the opportunity to improve their product or service.

Leib (2011) has considered content marketing as a catastrophic concept, which is

different from the traditional marketing as it is based on attracting the customers using
the soft skills in a well manner. The customers have outgrown in the today‟s world with
the adoption of social networking sites and technological patters of living in their
routine lives. It aims at making the information available to the customers when needed
by them at regular intervals of them so as to keep themselves updated when required. It
is more about recycling the available information, adding the new updated information
and reusing it so as to cater the needs of distinctive customers. All the marketers in the
present world are more focused on finding innovative and creative ways to educate,
engage and compel the customers by using entertaining information to increase the
brand value and customer loyalty.

Rose and Pullizzi (2011) has depicted the main focus of the adoption of various
practices related to content marketing is the creation of valuable experience of the
customers by using various practices like reinforcement of the brand, nurturing the

58
psychology of customers, converting the aspirants to the loyal buyers with the help of
word-of-mouth mechanisms. Content marketing is usually recognized as creating and
distributing the valuable content to update the customers and putting the content into
diversified formats in order to turn the future prospects of the customers in a productive
manner. The researchers have also stressed on adoption of updated means and ways so
as to furnish the appropriate knowledge of trends and patterns to the customers.

Steenburgh et al.,(2011) has conceptualized the content marketing as the marketing

paradigm that included all those activities such as forming; sharing and pulling the
brand contents by considering the target audience as the focus and engaging all of the
adopting a suitable publishing ideology based on compelling brand stories. Content
marketing is perceived as the imperative subset of the inbound marketing, which aims
at influencing the customers in order to sustain the brand status. It was also revealed by
the study that social media avenues are used by the content marketing firms to aware
the audiences about the brand contents and influence their ability to act as long term
customers. The study emphasized on more stress on conducting research so as to
ascertain new modes of influencing the target population and adapts new practices in a
well manner.

Decker (2011)has acknowledged the use of content marketing as the transmitting

process of creating, converting and curating the non-product content, which may be
educational, institutional and entertaining as well as publishing it into the crisp ideas so
that it could benefit the customers as well as business firms. Majority of the marketers
have recognized the worth of content marketing as a strong force to steer the desires of
the customers who are highly influenced through the transforming global trends with
the introduction of technology and constant research practices. The study has revealed
the two way benefits of the content marketing in terms of awareness among the
audience about the various products available in the market; steering the desire of the
audience to get their attention about the brand and get the adequate brand that match
the requisites of the customers on the one hand; whereas enabling the business get long
term retention of the potential customers, get long term business relationships as well
as increasing the brand values of the product or service in the market. Hence, it is
necessary on the part of marketing managers to make choice of suitable form of content
marketing.

59
Gunelius (2011) has redefined the content marketing as the process, which directly or
indirectly affect or promote the business operations or affects the brand value by way
of value-added text; audio or video content may it be online or offline. The concept of
the content marketing has become very popular among the marketers in the
contemporary business environment. There are multiple long term or short term forms
of content marketing such as Blogs, E-books, Websites and Articles are the multiple
long term forms as well as Facebook updates, WhatsApp updates, Twitter updates,
participating in the active discussion via an online forum as short term forms prevalent
in the market these days. The researcher has suggested that the marketers has to make
suitable choice of the proper form of the content marketing to attract and acquire the
target audience to execute a profitable customer action through constant research and
development practices, which are highly commendable in the present scenario.

Graubart (2011) has conceptualized the content marketing as the crucial process of
reinforcement of brand product. The customers have become very well aware of the
changing environment due to the exposure to the outer world with the introduction of
technological mechanisms. Their demands are highly transforming and it forces the
manufacturing companies to find a suitable approach in order to either create new or
revitalize the existing brand. In order to make the product popular among the target
audience, the content marketing is used by the marketing managers not only to directly
support the entire sale process, but enable the positioning the individuals and
companies to form healthy relationships for long span of time. The study also
enlightened the marketers to update the content at right intervals of time to inform the
potential customers about the significant product or service transformations.

Blank (2011) has provided the deep understanding of the content marketing in terms of
involving the target audience with the creative ideas at the place of active engagement
with the product. The use of content marketing aims at serving the individualistic
requisites by their active involvement in the entire process; sharing the ideas,
information and experiences to directly as well as indirectly benefit the community
without asking anything in return. The content marketing works with an approach of
creating product or service awareness among the potential customers, building long-
term association with them, serving the community and attain the executive objectives.

60
Moreover, the use of digital media has been considered appropriate in the current
marketing scenario as it is being harnessed by majority of the customers.

Handley and Chapman (2010) have defined the content marketing as the creation of
stories on the basis of experiences by the individuals and organizations as a mind-set
and ideology embraced, accepted and encouraged among the individuals themselves. It
directly as well as indirectly influences the business prospects in short as well as long
run. Content marketing is based on the empowering the customers in order to allow
them co-creating the product value with the help of dialogue between the firms and
customers. The researchers have recognized the content marketing as the best tool to
create value, generate high returns through consistent delivery of information about the
company‟s brand and its benefits to the customers.

Ho and Dempsey (2010) examined the critical indices that act as challenge for
acceptance of online content marketing practices. The sharing of the online content
among the target audience acts the foundation to attract more new customers and retain
the old ones for the long span of time. The study was undertaken with 270 males and
312 females between 19 and 41 years of age group using the various online modes of
communication in USA. The study highlighted that the highly altruistic and
individualistic respondents or social media users depict the more tendency to share the
more online content than the others. The viral marketing campaigns have been found
having a long term impressions in the psychology of the target group and act as signal
for growth and expansion of businesses. These live experiences have been reckoned as
highly beneficial in order to increase consumption of the particular brand and increase
the intensity of brand loyalty among them.

Halvorson (2010) considers the content strategy as the best practice to ascertain the
requirements of the producing firm, planning for the creation of suitable content or
material, ensure its fruitful delivery by adopting adequate source of imparting
information and governance of useful and valuable content. The study has revealed the
growing involvement of the customers in the process of creation of value in terms of
frequent interactions with the firms. The concept of content marketing has entirely
transformed the process of consumption democratization by informing,

61
interconnecting, acquiring and retaining the customers to yield better outcomes. The
adoption of content marketing acts as a way to enhance the performance of the firm.

Van Doom et al. (2010) in his study mentioned the consequences of content marketing.
The retention of customers with the particular brand; building their trust and framing
the positive image of the product or service brand in the minds of existing and new
customers. The customer engagement with the content through numerous digital
marketing ensures reinforcing the social identity, stability in the financial positions and
maintaining long lasting consumer association. Moreover, the study highlighted that
negative engagement of the consumers always act as the biggest hurdle in executing the
content marketing strategies. Hence, it was stressed that marketer agencies should keep
the adequate track of the significant ways to keep the customers engaged with them.

Mulhern (2009) has eulogized the benefits of content marketing in terms of a way to
disseminate the stories, experiences and pieces in individualistic and realistic manner.
The regular scientific research and technological development have acted as the main
reasons to force the companies to create the effective content to connect the firms with
their potential customers precisely. The adequate information provided by the
marketers‟ acts as the foundation for the fruitful implementation of practices related to
content marketing. The extra content spoils the true crux of the product or service,
which later on negatively impacts the sale of the product or service. Hence, it was
suggested that there is dire need on the part of marketers to define the right target
audience and select the precise content for reaching the target audience and establish
long term relationships with the loyal customers.

Mangold and Faulds (2009) conducted a study to highlight the significant impact of
content marketing on firm and customers hand in hand. Content marketing uses the
authentic stories that influence the emotions and psychology of the target customers.
The study also revealed that content marketing leads to word-of-mouth publicity, which
brings long term financial benefits to the firms in term of increasing credibility of
brand, product-customers association, increase in sales volume and profitability to the
firms in the long span of time. It was also suggested that the websites should retain the
genuine contents and should not overload themselves with the in genuine material that
create negative impact on consumer behaviour.

62
Pulizzi and Barret (2009) in their study acknowledged the as the significant technique
to form and distribute the reliable, relevant and valuable content for attracting,
acquiring and engaging a well-defined and acquainted group of customers. The
strategies are designed in a manner to change and revive the consumer psychology in
accordance with the interests of the business firms. The use of content marketing has
many economic impacts on the firms harnessing the benefits of practices by
understanding the centrality of the content marketing. The marketers have been using
this strategy to enhance the product performance and create value. The study
emphasized that the marketing managers must follow suitable ways to create a place
and retain it in the mindset of the potential customers. Moreover, the concerned
personnel must be given adequate training so that they could work effectively and
depict positive outcomes.

Rowley (2008) has conceptualized content marketing as the entire management process
that enables an organization ascertaining; analysing and satisfying the demands of the
customers in order to muster the maximum benefits by harnessing the benefits of the
digital media where the content is disseminated to the target audience with the help of
electronic platforms. The researcher also illuminated the significant and close
association between the marketing research as well as the consumer psychology.
Marketing research has also been recognized as the important way to muster
knowledge about the new and potential customers and utilize it to increase the value of
market exchange for the valuable customers as the entire concept lie on the foundation
of interdependence of the organizations and customers. Companies are really engrossed
in giving insights of latest information to their valuable customers. Hence, it was
suggested that the potential companies should revise their mechanisms in order to yield
long term advantages.

Singh et al., (2008) have revealed the blogs as the most effective and authentic platform
used by marketers to establish and stabilize the public relations. Content marketing is
based on the foundation of sharing knowledge with the customers and educating them
about the product or service relevant enough to meet their objectives. The study
revealed that blogs and mobile applications have been considered appropriate by the
content marketers to increase the customers‟ interests and enhancing their attention in
context to the product. The three marketing indices such as generation of traffic;

63
engagement of consumers with the product content as well as conversion of content
into genuine product information and way of communication with the consumers
encapsulate the concept of content marketing. These indices are necessary to be
revitalized at regular span of time in order to maximize the gains.

Keynes (2006) has defined the content marketing as the main marketing concept, which
is based on the use of internet and intranet based corporate content, including the
knowledge and data bases. The customers are the nodal head for all marketing activities
undertaken by the firms to generate the relationships with the customers having
independent psychology. Marketing research is closely linked with the psychology of
the consumers. The customers are catered to readiness of choices and alternatives
available to them. The online review of the products is highly preferable among the in
the present scenario. Content marketing has made significant contributions in terms of
the building and sustaining relationships with the customers by publishing valuable
contents to raise the product value and familiarizing the brand face. The marketers have
made more efforts so that content marketing could prove to be beneficial for the
business and the aspirant consumers in the long run. This would act as moderating path
for the active involvement of consumers and better yields for the customers.

Chaffey et al., (2000) have conceptualized the content marketing as the entire
procedure that begins with designing and processing the information, which forms the
web page to attract the customers to the web sites as well as retain their interests and
attain the repetitive visits through complete understanding of the target audience. The
customers are very smart, active, intelligent and aware of their expectations and
demands from the particular product brand. More and more companies are
acknowledging the worth of content marketing as a practice to stimulate the users to
form B2C relationships and strengthening the reputation of the firm by adopting
suitable content marketing strategies. In addition to it, the study also suggested that the
content marketing needs constant updations and improved interventions on the part of
marketers so that they could muster profitability, sustainability and stability.

2.2 RESEARCH GAPS

1. From the review literature, it is found that the research studies on content
marketing with reference to India are rare in India. Hence the Present work is an

64
 attempt to study the impact of content marketing trends on the Indian Marketing
Sector to fill this gap.

2. Existing studies have not focused on the different types of content used by
Indian Content Marketers.

3. Studies to identify the factors which can be used to determine the effectiveness
of Content Marketing need to be conducted in line with its importance for
marketers.

65
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