CoChat
Sign Up
Cited by 978Digital Marketing and Social MediaMarketing and Advertising StrategiesConsumer Behavior in Brand Consumption and Identification

Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications

Hollebeek, Linda D., Macky, Keith·2019·Journal of Interactive Marketing
DOI 10.1016/j.intmar.2018.07.003
Open this paper in CoChat — free account

Abstract

In a landscape of growing online consumer/firm interactions, digital content marketing (DCM) which aims to foster consumers’ brand engagement and trust, is on the rise. However, despite significant practitioner interest, academic DCM research is lagging, resulting in an important knowledge gap. Based on an extensive review, we conceptualize DCM as the creation and dissemination of relevant, valuable brand-related content to current or prospective customers on digital platforms to develop their favorable brand engagement, trust, and relationships (vs. directly persuading consumers to purchase). We also develop a conceptual framework that identifies important consumer-based DCM antecedents, including uses-and-gratifications (U&G)-informed functional, hedonic, and authenticity-based motives for DCM interactions. DCM's first -tier, intra -interaction consequences include consumers’ cognitive, emotional, and behavioral engagement that foster brand-related sense-making, identification, and citizenship behaviors, respectively. These in turn trigger DCM's second -tier, extra -interaction consequences of brand trust and attitude, which successively contribute to the development of DCM's third -tier, value -based consequences of consumer and firm-based brand equity. We summarize our findings in a set of Fundamental Propositions (FPs) of DCM and conclude by deriving key implications from our analyses.

Integrity signals

Registry

Crossref · 10.1016/j.intmar.2018.07.003

Cites

131 of 131 references verified0 citation errors · 0 not checkable

Statistics

Recomputing p-values needs the paper’s full text.

Claims the paper makes

This paper’s full text isn’t openly available, so its claims and self-check weren’t run. The registry and citation checks still apply.

Claims other papers make about this one

Each is checked against this paper’s own text: does it say what the citing paper says it does?

Cites

Flagged first, then by citations

Cited by

Sorted by citations

Related

Authors
Hollebeek, L. D., & Macky, K.
Affiliations
  • MBS School of Business (FR)
  • Manukau Institute of Technology (NZ)
Corresponding author
  • Hollebeek, Linda D.
  • Macky, Keith
ORCID
Hollebeek, Linda D.
Venue
Journal of Interactive Marketing
Publisher
SAGE Publications
Published
2019-02
Volume
45
Issue
1
Pages
27-41
ISSN
  • 1094-9968 (ISSN-L)
  • 1520-6653
DOI
10.1016/j.intmar.2018.07.003
OpenAlex
W2904901636
Cited by
978
References
131
Citations by year
2026: 149 · 2025: 197 · 2024: 156 · 2023: 172 · 2022: 131 · 2021: 94 · 2020: 55 · 2019: 24
FWCI
98.27
Type
journal article
Language
en
Open access
closed
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations
  • Journal of Interactive Marketing (publishedVersion)
  • RePEc: Research Papers in Economics (submittedVersion)
Funders
  • Montpellier Business School
  • Norwegian Research Council
Topics
  • Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
Keywords
digital content marketing, customer engagement, brand trust, brand equity, uses and gratifications theory, consumer-brand relationships, sensemaking, brand identification, consumer values, conceptual framework

About these checks

Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.

Statistics and arithmetic are recomputed, not judged.

Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.

What counts as a claim ›How we measure confidence ›How we check this ›

Are you an author, or do you see a problem with this page? Request a review