Figure 1.
Ephemeral content marketing connects with entertainment, trendiness, informativeness, interactivity, aesthetic quality, and perceived relevance. Ephemeral content marketing influences advertising value, self-brand connection, and brand authenticity. Advertising value, self-brand connection, and brand authenticity lead to brand love and customer engagement. Brand love further supports customer engagement. Customer engagement results in customer purchases, customer referrals, customer social influence, and customer knowledge sharing.The proposed model that synthesizes insights from self-expansion theory and entertainment-based communication to elucidate the impact of ephemeral content marketing on brand relationships and consumer behavior is given in Figure 1