Please use this identifier to cite or link to this item:https://hdl.handle.net/20.500.12259/60118
Type of publication: Straipsnis konferencijos medžiagoje Clarivate Analytics Web of Science ar/ir Scopus / Article in Clarivate Analytics Web of Science or Scopus DB conference proceedings (P1a)
Field of Science: Vadyba / Management (S003)
Author(s): Gedvilaitė, Rūta;Pažėraitė, Aušra
Title: Content marketing decisions for the customer value creation in social networks: ‘Ilzenberg manor’ case
Is part of: Research for rural development 2018 : annual 24th international scientific conference proceedings. Jelgava : Latvia University of Agriculture, 2018, Vol. 2
Extent: p. 271-278
Date: 2018
Note: ISSN 2255-923X (online)
Keywords: Content marketing;Value for the customer;Social networks;Customer engagement
Abstract: 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
Internet: http://www2.llu.lv/research_conf/proceedings2018_vol_2/docs/LatviaResRuralDev_24th_2018_vol2.pdf
http://www2.llu.lv/research_conf/proceedings2018_vol_2/docs/LatviaResRuralDev_24th_2018_vol2.pdf
Affiliation(s): Ekonomikos ir vadybos fakultetas
Marketingo katedra
Vadybos katedra
Vytauto Didžiojo universitetas
Appears in Collections:Universiteto mokslo publikacijos / University Research Publications

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