... produce more consistent relationships than previous content marketing studies to date. The paper is organized as follows. First, we review the literature and clarify our various constructs to propose a model for consumer-brand engagement. Next, the methodology is outlined. Thereafter, we present our...

...Chen Lou; Quan Xie; Yang Feng; Wonkyung Kim Purpose This study aims to test the role of branded content marketing on YouTube in brand building and explicates the mechanism through which brand content influences brand loyalty and purchase intentions. Design/methodology/approach This study uses...