...John Ho; Christopher Pang; Crisann Choy Purpose The purpose of this study is to develop a conceptual framework that identifies engaging CM practices, specifically how compelling content is created. Content marketing (CM) is fast becoming a key pillar in a company's marketing mix. It is also...

...Georgia-Zozeta Miliopoulou Purpose The purpose of this paper is to investigate how the degree of investment and involvement attributed to specific product categories, affect content marketing plans and practices on the Web and social media. Design/methodology/approach This is a conceptual...

... Limited Licensed re-use rights only Facebook Marketing communications Computer mediated communication Consumer behavior internet Online branding Content marketing SNS Users reaction Involvement Engagement In the past decade, a growing number of companies, public and private, have...

...Dina Mansour; Hortensia Barandas Purpose The purpose of this paper is to advance the theoretical development of the content marketing concept and its integration into high-tech marketing theory, in entrepreneurial contexts and from a business model innovation perspective. Design/methodology...