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Type of publication: research article
Type of publication (PDB): Straipsnis recenzuojamoje Lietuvos konferencijos medžiagoje / Article in peer-reviewed Lithuanian conference proceedings (P1f)
Field of Science: Vadyba / Management (S003)
Author(s): Gedvilaitė, Rūta
Title: Turinio marketingo taikymas socialiniuose tinkluose
Other Title: Assessment of content marketing effect
Is part of: Lietuvos aukštųjų mokyklų vadybos ir ekonomikos jaunųjų mokslininkų konferencijų darbai. Europos Sąjungos ekonomikos, finansų ir verslo procesai bei tendencijos : 20-oji respublikinė doktorantų ir magistrantų mokslinė konferencija, Kaunas, 2017 m. gegužės mėn. 12 d. Kaunas : Vytauto Didžiojo universitetas, 2017, nr. 20
Extent: p. 73-79
Date: 2017
Keywords: Turinio marketingas;Socialinių tinklų turinys;Paieškos reklamos analizė;Content marketing;Social networking content;Search engine marketing analysis
Abstract: Due to novelty of content marketing there is no widely analyzed the possibilities to use content marketing in a particular digital chanels. This paper analyzes the ways to use content marketing in the social networks. The main purpose of this paper is to determine how to use content marketing in a social networks. The first part of this paper deals with theoretical analysis of content marketing concept. Idea of content marketing was analyzed in details: its definition, advantages and specific aspects. Comprehensive theoretical analysis shows that content marketing is based on high-quality content, which includes separate elements and can improve results of marketing actions. The second part includes insights about interfaces between content marketing and social networks. Literature analysis reveals that are connections between these fields: usage of content marketing can increase user engagement. Third part of the paper presents implementation of content marketing in a social networks. Analysis of thre social networks platforms allowed distinguish seven steps which should be go through in order to succeed and a get positive results from content marketing. Nevertheless, this paper reveals that there is possibility to improve marketing actions effect by adapting content marketing. The paper ends with conclusions 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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