An integrated conceptualization of content in an information society

Hanafizadeh, Payam; Yarmohammadi, Maryam

doi:10.1177/0266666915572926

Cited by 8 publications

(4 citation statements)

References 52 publications

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“…One of the winning strategies offered by business and science (Pulizzi, 2012;Hanafizadeh & Yarmohammadi, 2015;Kose & Sert, 2017) is content marketing. Accordingly, there areplenty of marketing strategies that focus on content marketing to capture consumer's attention through unique, valuable, well produced and entertaining content, to make a more intense and significant impact than before (Aguilera-Moyano, Baños-González, & Ramírez-Perdiguero, 2015).…”

Section: Theoretical Substantiationmentioning

confidence: 99%

“…He makes a short statement about this subject saying that 'You can tell if a piece of content is the sort that could be part of a content marketing campaign if people seek it out, if people want to consume it, rather than avoiding it' (Steimle, 2014). There is also an approach understanding content marketing as the means of value creation, putting a lot of weight on the conduit (Hanafizadeh & Yarmohammadi, 2015). Such a view considers content as the means of producing value for the target audience.…”

Section: Theoretical Substantiationmentioning

confidence: 99%

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Content marketing decisions for the customer value creation in social networks: ‘Ilzenberg manor’ case

Repovienė¹,

Pažėraitė²

2018

Research for Rural Development

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This article presents theoretical and practical aspects of content marketing decisions for the customer value creation in social networks by using the case of the organic farm ʻIlzenberg manor'. Focus of this paper is to determine which content marketing decisions create the biggest value for the customer in social networks. The first part of the paper deals with theoretical insights into the content marketing decisions and their ability to create the customer value in social networks. Findings of theoretical analysis disclose that there are interfaces between content marketing, separate content marketing decisions and the customer value in the context of social networks. Respectively, it leads to an assumption that the usage of content marketing decisions can be valuable for the customer value creation in social networks. The second part of the paper focuses on the case analysis of the organic farm 'Ilzenberg manor'. In order to determine which content marketing decisions create value for the customer in social networks, authors examine a correlation between separate content marketing decisions and consumer value indicators by using data from ʻIlzenberg manor' Facebook page. The obtained results expose that not all content marketing decisions create value for the customer in social networks. Hence, it means that a selection of separate content marketing decisions in social networks can be made through the customer value perspective. The article ends with insights, conclusions, limitations and future research possibilities.

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Section: Theoretical Substantiationmentioning

confidence: 99%

Section: Theoretical Substantiationmentioning

confidence: 99%

Content marketing decisions for the customer value creation in social networks: ‘Ilzenberg manor’ case

Repovienė¹,

Pažėraitė²

2018

Research for Rural Development

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“…According to McLuhan (1962), the content of any medium is always another medium. For Hanafizadeh and Yarmohammadi (2015), in the information economy era, a progressive society experiences steady growth, not only in expenditure for technology, but also in production of high quality content. They (2015) further state that content is a general term, which is used differently depending on prevailing contexts.…”

Section: Social Media Contentmentioning

confidence: 99%

Investigating social media conversations: Towards implementing an online reputation management framework for NPOs

Heerden

Rensburg

2018

COMM

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The main objective of the research reported in this article was to investigate whether a proposed online reputation management framework can be implemented for an NPO to effect stakeholder engagement in social media content and conversations. The research further assessed whether an NPO can afford greater control of the social web by tracking critical comments and negative publicity and by utilising this information to manage its reputation. The latter was achieved by exploring the Facebook page of a South African trade union, Solidarity, to determine the impact of online conversations on the reputation of the NPO, regardless of the content. A case study methodology was used for the research. The research, which departed from an interpretivist tradition, aimed at analysing the online interactions of stakeholders and their impact on the reputation of the organisation. Data was elicited through interviews with administrators and the content of conversations on Facebook. The latter was analysed through content analysis. The outcomes of the research and the ideas presented in this article might assist NPOs with reputation management by implementing the online reputation management framework as a tool to manage and direct their online content and conversations for improved reputation.

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“…Companies focus on content and use new communication models that differ from those used in the past . Many authors (Aspinall, 2013;Blank, 2014; Gagnon, 2014; Holliman, Rowley, 2014; Hanafizadeh, Yarmohammadi, 2015) emphasize that quality content attracts digital consumers, affects them, increases their trust, satisfaction, loyalty. Thus, content marketing, a new marketing strategy, has emerged.…”

Section: Introductionmentioning

confidence: 99%

Content Marketing Elements for Search Advertising

Repovienė

2017

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The author analyzes the possibility of using content marketing elements for search advertising from marketing experts and searchers' perspective. The first part of the paper deals with the theoretical insights into the concepts of content marketing, search advertising, their effect and synergy. The second part is qualitative research on a theoretical model of content marketing elements. The possibility of using those elements and modifying the theoretical model are provided in the third part of the paper. Research results revealed that content marketing elements can be used for search advertising and that they affect search advertising. Conclusions and directions for further research. are provided in the paper.

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An integrated conceptualization of content in an information society

Cited by 8 publications

References 52 publications

Content marketing decisions for the customer value creation in social networks: ‘Ilzenberg manor’ case

Content marketing decisions for the customer value creation in social networks: ‘Ilzenberg manor’ case

Investigating social media conversations: Towards implementing an online reputation management framework for NPOs

Content Marketing Elements for Search Advertising

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