The development of digital content marketing is increasingly a relevant and valuable task in
digital marketing agencies in order to attract prospective consumers on digital platforms and …

Notwithstanding the body of research on the characteristics and benefits of content
marketing as a digital marketing strategy, evidence of how online consumer behavior is …

While social media influencers are gleaning increasing trust and investment from brands,
advertisers, and followers, insights on the role of influencers in adolescents' relationship …

Branded content marketing serves as an ongoing conversation between brands and
consumers. Creating value-rich information that breaks through the noise and that can …

In today's competitive environment, higher education needs to find an effective way to
convey its brand to prospective students. Given that the “digital native”(Gen Z) is becoming …

YouTube (YT) is the largest online video digital channel with more than 2 billion users, and
over a billion hours of YT videos are viewed every day, particularly among young …

Purpose Drawing on the service-dominant logic and the institutional theory, this paper aims
to explore the value-creating mechanisms of branding in the destination context and the …

Innovative companies are experimenting with branded NFTs as part of their marketing
strategies to engage consumers who are seeking exclusive content. Young consumers tend …

Given the importance of content that integrates into consumers' daily lives, marketing
academics are becoming more interested in content marketing. Although academics have …

Luxury brands have been increasing investment in creating compelling content that
communicates brand value and stories on social media. Yet research on understanding the …