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Content marketing: A review of academic literature and future research directions
Jönköping University, Jönköping International Business School, JIBS, Media Management and Transformation Centre (MMTC). Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration. Jönköping University, Jönköping International Business School, JIBS, Media Management and Transformation Centre (MMTC).
2015 (English)In: Europe Media Management Association 2015, emma, Hamburg, May 28-29, 2015., 2015Conference paper, Abstract (Other academic)
Abstract [en]

In a world where traditional advertising gets a decreasing share of marketing budgets, companies seek new ways to engage their target audiences. In the intersection between paid, owned and earned media, content marketing has quickly become an industry buzzword. However, as a rising phenomenon, content marketing is a relatively unexplored area for academic research and the term itself lacks proper definitions. This paper introduces this concept and some definitions, and conducts a review of peer-reviewed journal articles related to this phenomenon. We identified limited literature in relevant or periphery areas, and classified them into three major clusters: 1). typology and characteristics of content; 2). social media marketing and consumer behavior; 3). the credibility and trust issue. The core assumptions and theoretical underpinnings of these articles in the three clusters are discussed. There are gaps of knowledge and blind alleys for explaining content marketing, but the theoretical frameworks, research designs, and methodologies in previous studies are helpful references for stimulating ideas for future research about content marketing. A number of potential sub-fields or research topics are proposed for future academic research.

Place, publisher, year, edition, pages
2015.
Keyword [en]
Content marketing, digital content marketing, digital content, credibility
National Category
Media and Communications Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-29021OAI: oai:DiVA.org:hj-29021DiVA: diva2:893555
Conference
Europe Media Management Association
Available from: 2016-01-12 Created: 2016-01-12 Last updated: 2016-04-20Bibliographically approved

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