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 |
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