Figure 3
The figure shows a box titled “Content marketing” on the left. Inside “Content marketing”, three boxes are arranged vertically. The top box is titled “Content usage” and contains the following listed points: “Professional activities”, “Social activities”, and “Leisure activities”. The middle box is titled “Content typology” and includes the following listed points: “Content type” and “Content format”. The bottom box is labeled “Source credibility”. From “Content marketing”, a right-pointing arrow extends toward a box on the right titled “Passive online brand advocate (O B A)”. Below this right-pointing arrow, a text box labeled “Online content intrusiveness” is shown with an upward arrow pointing to the same right-pointing arrow that leads to “Passive online brand advocate (O B A)”. Inside “Passive online brand advocate (O B A)”, a rectangular dashed box contains three text boxes arranged vertically, each with a colored node on the left side. The first box has a green node and is labeled “Brand knowledge”. The second box has a blue node and is labeled “Brand defence”. The third box has an orange node and is labeled “Brand positivity”. Below this dashed rectangle, another text box with a red node is labeled “Positive virtual visual cue”. At the top left, a text box labeled “Active offline brand advocate” is shown with a downward arrow pointing toward the dashed rectangle inside “Passive online brand advocate (O B A)”.Proposed framework from the main research findings