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Type of publication: research article
Type of publication (PDB): Straipsnis kitose duomenų bazėse / Article in other databases (S4)
Field of Science: Vadyba / Management (S003)
Author(s): Pažėraitė, Aušra;Repovienė, Rūta
Title: Assessment of content marketing effect on consumer behavior
Is part of: Journal of Association 1901 SEPIKE. Poitiers, France : L`Association 1901 Sepike, 2016, Vol. 13
Extent: p. 110-113
Date: 2016
Keywords: Turinio marketingas;Content marketing;Assessment of marketing effect;Consumer behavior
Abstract: This paper analyzes the theoretical aspects of content marketing effect on consumer behavior assessment. The main goal of this paper is to determine how to measure content marketing effect on the consumer behavior. The first part of this paper deals with theoretical insights about content marketing and its effect on consumer behavior. Literature analysis reveals that quality content is able to encourage profitable user behavior. For the better results, perception of content marketing effect assessment is important and valuable. The second part of our research focuses on assessment of content marketing effect on consumer behavior. The analysis of content marketing assessment gives a presumption for theoretical model. Theoretical model of assessment of content marketing effect on consumer behavior includes separate stages and important aspects of assessment process. The paper ends with discussion, conclusions, practical insights and future development research directions
Affiliation(s): Marketingo katedra
Vytauto Didžiojo universitetas
Appears in Collections:Universiteto mokslo publikacijos / University Research Publications

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