Conclusions and theoretical and managerial implications
| Conclusions | Theoretical and managerial implications |
|---|---|
| Ephemeral content marketing can be perceived and underpinned by six key aspects: entertainment, trendiness, informativeness, interactivity, aesthetic quality and perceived relevance | This study recommends that brands should embrace new trends of ephemeral content on social networking sites, ensuring those six aspects to enhance brand–customer interaction experiences |
| This study concludes that ephemeral content marketing can help brands create a sincere, approachable and friendly image with customers It can also help brands share stories, experiences, or activities that are relevant These perceptions, in turn, influence purchasing decisions, WOM referrals, knowledge-sharing behaviors and social influence | Brand should use ephemeral content to demonstrate the core values of the brand and transparency in all aspects of the company: paperwork, production, price, product quality, third-party testing, previous customer feedback, etc. This aimed at making customers feel like they know the brand very well, increasing connection and encouraging them to engage with the brand |
| Conclusions | Theoretical and managerial implications |
|---|---|
| Ephemeral content marketing can be perceived and underpinned by six key aspects: entertainment, trendiness, informativeness, interactivity, aesthetic quality and perceived relevance | This study recommends that brands should embrace new trends of ephemeral content on social networking sites, ensuring those six aspects to enhance brand–customer interaction experiences |
| This study concludes that ephemeral content marketing can help brands create a sincere, approachable and friendly image with customers It can also help brands share stories, experiences, or activities that are relevant These perceptions, in turn, influence purchasing decisions, WOM referrals, knowledge-sharing behaviors and social influence | Brand should use ephemeral content to demonstrate the core values of the brand and transparency in all aspects of the company: paperwork, production, price, product quality, third-party testing, previous customer feedback, etc. This aimed at making customers feel like they know the brand very well, increasing connection and encouraging them to engage with the brand |
As a benefit of your subscription, you can share temporary access to restricted articles.
Each link will stop working after 30 days or 10 uses. You may create up to 10 links in a 30 day period.
Please sign in to your personal account to gift article access.
As a benefit of your subscription, you can share temporary access to restricted articles.
Each link will stop working after 30 days or 10 uses. You may create up to 10 links in a 30 day period.
Gift articles remaining: --
Each link will stop working after 30 days or 10 uses. You may create up to 10 links in a 30 day period.
Gift articles remaining: --
As a benefit of your subscription, you can share temporary access to restricted articles.
Each link will stop working after 30 days or 10 uses.
You have reached the limit of 10 links within a 30 day period.
Sharing content requires targeting cookies to be enabled. Please update your cookie preferences to use this feature.