Purpose Contemporary practitioners of content marketing (CM) often suggest their discipline
is an ancient one, yet mainly limit its origins to the custom-published magazines of the late …

Purpose The purpose of the paper is to investigate the marketing and communication
activities carried out by small management consulting firms and how they relate to …

Özet Geleneksel pazarlama araçlarının eski verimliliğini yitirmesi, internet ve teknolojideki
hızlı gelişmeler işletmelerin tüketicilerle iletişim kurma biçimlerinde önemli değişiklikler …

The present work aims to approach, in a systematic way, Content Marketing, Inbound
Marketing, and Digital Marketing. Content Marketing and Inbound Marketing are often …

This article presents theoretical and empirical aspects of content marketing towards
customer value creation. Despite interest in content marketing and the importance of …

Através desta dissertação de mestrado, pretendemos estudar a relação entre as tipologias
de conteúdos e o Brand Engagement na rede social Instagram, utilizando a conta oficial do …

Background: In this study, the parameters that directly impact purchase intentions were
analysed, such as electronic word of mouth, customer engagement, brand awareness, and …

Content marketing (CM), which tries to increase customer brand engagement and trust, is
expanding as online customer/company interactions increase. However, despite its rising …

This article delves into the realm of content marketing, investigating its impact through a
comprehensive analysis of key metrics and analytical tools for Return on Investment (ROI) …

This chapter aims to analyze the relationship between types of content and brand
engagement on the social network Instagram, using the official Futebol Clube do Porto …