The Effect of Digital Content Marketing on Consumers' Brand Preferences
DOI:
https://doi.org/10.5281/zenodo.20776808Keywords:
Digital content marketing, brand preference, engagementAbstract
With the widespread use of digital platforms and social media, significant changes have occurred in consumers’ purchasing and brand preference behaviors. Before purchasing a product or service, consumers conduct online research and choose the brand they find most suitable. In today’s digital and highly competitive environment, brands use digital channels to reach their target audiences and communicate with consumers. To sustain this communication effectively, brands produce creative content and continuously engage with their audiences. Therefore, the importance of content marketing has been increasing. The aim of this study is to examine digital content marketing activities and analyze the effect of designed content on consumers’ brand preferences. The population of the study consists of social media users aged 18 and over living in Turkey. An online survey was conducted, and data from 403 participants were analyzed. Regression analysis was performed to measure the effect of digital content marketing sub-dimensions on brand preference. The findings indicate that informativeness, reliability, and entertainment positively affect brand preference.
References
Aaker, D. (2018). Markalama; Başarıya Ulaştıran 20 Temel İlke, (Çev. N. Özata), İstanbul: MediaCat Yayınları
Abiyev, A. (2022). Dijital İçerik Pazarlaması Kullanan Fenomenlerin X, Y ve Z Kuşaklarının Satın Alma Kararına Etkisi Üzerinde Bir Uygulama, Yüksek Lisans Tezi, İzmir, Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü.
Aktuğlu, I. K. (2018). Marka Yönetimi Güçlü ve Başarılı Markalar İçin Temel İlkeler (7.Baskı). İstanbul: İletişim Yayıncılık.
Arici, H. E. & Arici, N. C. (2021). The role of social media marketing activities on ınternational students’ brand preference: a study on english-speaking universities of germany, global perspectives on recruiting ınternational students of germany. Challenges and Opportunities: 51-64. Emerald Publishing Limited. Doi: http://doi.org/10.1108/978-1-83982-518-720211003
Baltes, L. P. (2015). Content marketing-the fundamental tool of digital marketing. Bulletin of the Transilvania University of Brasov. Series V: Economic Sciences, 111-118.
Batra, R., Ahuvia, A. & Bagozzi, R. P. (2012). Brand love. Journal of Marketing, 76(2), 1-16. https://doi.org/10.1509/jm.09.0339
Benli, T. & Karaosmanoğlu, K., (2017). Bir pazarlama stratejisi olarak içerik pazarlama, Mesleki Bilimler Dergisi, 6(1), 27-38. https://izlik.org/JA93UN72KH
Chang, H. H., & Liu, Y. M. (2009). The impact of brand equity on brand preference and purchase intentions in the service industries. The Service Industries Journal, 29(12), 1687-1706. https://doi.org/10.1080/02642060902793557
Content Marketing Institute. (2018), What is content marketing? Erişim: https://contentmarketinginstitute. com/what-is-content-marketing/
Dao, W. V. T., Le. A. N. H., Cheng. J. M. S. & Chen. D. C., (2014). Social media advertising value: the case of transitional economies in Southeast Asia, International Journal of Advertising, 33(2), 271-294. http://dx.doi.org/10.2501/IJA-33-2-271-294
Delgado‐Ballester, E., & Luis Munuera‐Alemán, J. (2001). Brand trust in the context of consumer loyalty. European Journal of marketing, 35(11-12), 1238-1258. https://doi.org/10.1108/EUM0000000006475
Durmuş, B., Yurtkoru, E. S. & Çinko, M. (2022). Sosyal Bilimlerde SPSS’le Veri Analizi (8. Baskı). İstanbul: The Kitap. ISBN: 978-625-7816-43-4
Gedik, Y. (2020). İçerik pazarlaması: Teorik bir çerçeve. Türk Yönetim ve Ekonomi Araştırmaları Dergisi, 1(1), 75-96. https://doi.org/10.51243/SAKA-TJMER.2020.5
Guo, Y. & Satawedin, P. (2024). The analysis of zoo brands content on Chinese social media which affects brand preference of customers in China. BU Academic Review, 23(1), 63–85.
Halvorson, K. & Rach, M. (2012). Content Strategy For The Web. Berkeley: New Riders, CA.
Handley, A. & Chapman, C. C. (2015). Dijital Çağda İçerik Yönetiminin Kuralları, (Çev. Z. Kökkaya), İstanbul: MediaCat Kitapları.
Hollebeek, L. D. & Macky, K. (2019). Digital content marketing’s role in fostering consumer engagement, trust, and value: framework, fundamental propositions, and implications. Journal of Interactive Marketing, 45(1), 27-41. https://doi.org/10.1016/j.intmar.2018.07.003
Holliman, G., & Rowley, J. (2014). Business to business digital content marketing: marketers’ perceptions of best practice. Journal of research in interactive marketing, 8(4), 269-293. https://doi.org/10.1108/JRIM-02-2014-0013
Jara, A. J., Parra, M. C., & Skarmeta, A. F. (2012, July). Marketing 4.0: A new value added to the Marketing through the Internet of Things. In 2012 sixth international conference on innovative mobile and internet services in ubiquitous computing (pp. 852-857). IEEE.
Jin, X., & Weber, K. (2013). Developing and testing a model of exhibition brand preference: The exhibitors' perspective. Tourism Management, 38, 94-104. https://doi.org/10.1016/j.tourman.2013.02.018
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003
Karkar, A. (2016). Değer ve güven ağlarının yükselişinde içerik pazarlaması. International Journal of Social Sciences and Education Research, 2(1), 334-348.
Kingsnorth, S. (2017). Dijital Pazarlama Stratejisi Çevrimiçi (Online) Pazarlamaya Bütünleşik Bir Yaklaşım (Çev. L. İldeniz.), Ankara: Nobel Yayınları.
Koh, J., & Kim, Y. G. (2004). Knowledge sharing in virtual communities: an e-business perspective. Expert systems with applications, 26(2), 155-166. https://doi.org/10.1016/S0957-4174(03)00116-7
Laksamana, P. (2018). Impact of social media marketing on purchase intention and brand loyalty: Evidence from Indonesia's banking industry. International Review of Management and Marketing, 8(1), 13.
Ma, H. (2000). Competitive advantage and firm performance. Competitiveness Review: An International Business Journal, 10(2), 15-32. https://doi.org/10.1108/eb046396
Mengistu, A. (2020). The Effect Of Facebook On Customer Brand Preference: The Case Of Commercial Bank Of Ethiopia. Yüksek Lisans Tezi, Ethiopia, St.Mary’s University School Of Graduate Studies.
O'Shannassy, T. (2008). Sustainable competitive advantage or temporary competitive advantage: Improving understanding of an important strategy construct. Journal of strategy and management, 1(2), 168-180. https://doi.org/10.1108/17554250810926357
Parmar, S. M. (2019). A study on impact of social media marketing on brand awareness, brand preference and purchase intention with special reference to young consumers. international Bulletin of Management and Economics, 11, 201-215.
Penpece, D. (2013). Dijital İçerik Pazarlaması, Adana: Karahan Kitabevi.
Pulizzi, J. & Barrett, N. (2009). Get Content Get Customers. How to Turn Prospects into Customers with Content Marketing, USA: Mc Graw Hill.
Pulizzi, J. (2014). Epic Content Marketing (2. Baskı), New York: McGraw-Hill Education.
Rose, R. & Pulizzi, J. (2011). Managing Content Marketing, Cleveland: CMI Books.
Ryan, D. (2016). Dijital Pazarlama, (Çev. M. M. Kemaloğlu), İstanbul: Türkiye İş Bankası Kültür Yayınları.
Sello, L. L. (2024). Content marketing and financial services brand preferences, Yüksek Lisans
Tezi, Johannesburg, University of the Witwatersrand Wits Business School.
Uzunkaya, T. & Yükselen, C. (2020). Lüks giyim markalarında sosyal medya ilgilenimi, marka değeri ve marka tercihi ilişkisi üzerine bir araştırma. Marmara Üniversitesi Öneri Dergisi, 15(53), 276-304. https://doi.org/10.14783/maruoneri.676729
Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Qi Dong, J., Fabian, N. & Haenlein, M. (2021). Digital transformation: A multidisciplinary reflection and research agenda. Journal of Business Research, 122, 889-901. https://doi.org/10.1016/j.jbusres.2019.09.022
Yılmaz, S. (2022). Marka Özgünlüğünün Marka Tercihine Etkisi ve Marka Denkliğinin Aracı Rolü: Tarım Kredi Kooperatif Marketlerinin Müşterilerine Yönelik Bir Araştırma. Yüksek Lisans Tezi, Eskişehir, Anadolu Üniversitesi Sosyal Bilimler Enstitüsü.
Zheng, X., Cheung, C.M.K., Lee, M.K.O. & Liang, L. (2015). Building brand loyalty through user engagement in online brand communities in social networking sites. Information Technology and People, 28(1), 90-106. http://dx.doi.org/10.1108/ITP-08-2013-0144.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Negar POURVOSOUGHI1, Dursun YENER, Yusuf Ozan YILDIRIM, Serdar PİRTİNİ
This work is licensed under a Creative Commons Attribution 4.0 International License.
