A Scoping Review of the Effect of Content Marketing on Online Consumer Behavior

Abstract

Notwithstanding the body of research on the characteristics and benefits of content marketing as a digital marketing strategy, evidence of how online consumer behavior is affected by digital brand content remains inconclusive. The current state results from the scattered and fragmented literature about content marketing which impedes a full understanding of scientific results that confirm the effect of content marketing activities on online consumer behavior. The purpose of this scoping review was therefore to provide a broad synopsis of pertinent studies in a structured and comprehensive way over 12 years. The scoping review upheld the five-stage framework of Arksey and O’Malley and was guided by the principles of PRISMA-ScR and the JBI Methodological guidelines. In doing so, the findings from 32 studies conducted in 21 different countries were analyzed and suggestions made for future research. The results not only synthesize existing empirical evidence of the causal linkage between content marketing and online consumer behavior but also identify some knowledge gaps in the literature to guide future studies.

Do Social Media Content Marketing and Customer Engagement Influence Purchase Intention? Evidence From Indonesian Customers

“…Other empirical research has documented a positive relationship between digital content marketing and purchase intention (Ahmad & Ilkay, 2019;Du Plessis, 2022;Milhinhos, 2015); however, recent research has found the relationship to be insignificant (Malthouse, Calder, Kim, & Vandenbosch, 2016). including the relationship between content marketing and engagement (Lee et al, 2018;El Kedra et al, 2020).…”

Does Content Marketing Have a Different Impact on the Stages of Consumer Behavior? An Applied Study on the Saudi Women Consumer During COVID-19 Pandemic

“…Because the idea of content marketing (CM) changes based on context, it can be challenging to come up with a specific definition. CM is increasingly being adopted by marketers as a replacement for interruptive advertising (Zahay, 2014;Du Plessis, 2015). Content marketing is ideal as it uses unobtrusive pulling and not pushing techniques to attract consumers to brand content (Liu & Huang, 2015).…”

“…Marketing professionals develop and distribute brand stories online with the aim of getting the target audience more familiar with the brand (Brieger, 2013). Often, CM is perceived as being like storytelling, inbound marketing, native advertising, and publishing (Holliman & Rowley, 2014;Du Plessis, 2015).…”

“…Notwithstanding the usefulness of this definition, CM has progressively grown beyond it. Scholars, including Pazeraite andRepoviene (2016) andDu Plessis (2015), have acknowledged that there are intricacies of the content management process that need to be managed with care.…”

A Synergy Effect of Consumer Orientation and Disruptive Information on Choice in Remanufactured Products

“…Moreover, contemporary consumer behavior is deeply influenced by a plethora of communication channels. These platforms prove instrumental in informing, educating, and fostering consumer trust, influencing decisions [25] to choose remanufactured goods. Employing user-friendly websites, consumers gain invaluable insights into the advantages, quality, and environmental benefits of utilizing remanufactured products, equipping them with the requisite information for informed purchasing [26].…”