Характеристика сучасних стратегій контент-маркетингу

The size of the Internet interaction allowed the customer to be part of the marketing of any product, product, services, or other organization. To this end, digital internal marketing promotes a customer-cantered perspective where organizations should focus on customer support and engage them in the value proposition process. An important part of digital marketing is creating value and consumer engagement in content marketing. The purpose of this paper was to provide a ‘content marketing’ test and to gain an understanding of the critical dimensions of this digital marketing strategy, with its basic strategies that companies can use online. The ideas expressed in this study have an impact on the content marketing strategy, as does the effective strategy for other disruptive marketing strategies. In the digital age, the value of digital marketing has increased from one year to the next as part of a marketing strategy developed by organizations of any kind and size. Considering that digital marketing requires the presence of content marketing, the success or failure of a company’s online communication depends largely on the quality of its content marketing. In this context, in addition to advertising high quality content marketing, digital advertisers must perform targeted analysis to tailor their content and select the appropriate method to promote it.

Utilization of information technology that is increasingly accessible is one of the strategies for entrepreneurs to market their products. YourGood business is one of the Small and Medium Enterprises (SMEs) by presenting smoothies yogurt products and using social media as a marketing medium, one of which is content marketing through Instagram social media as a marketing strategy, content marketing is one of the most important marketing strategies currently being used by YourGood business. The purpose of this study is to test as an illustration how the role or influence of the contribution of content marketing through Instagram social media run by YourGood business on consumer buying interest, this research is included in the type of explanatory research method with a quantitative approach and using non-probability sampling with purposive sampling with a total of 100 respondents using a linear time function to determine the number of samples. Researchers used normality test analysis, t test, F test and multiple linear regression using Microsoft Excel 2019 software. The results stated that there was a correlation between marketing Instagram social media content and the buying interest of YourGood business consumers by 62.6%. Then the variable that has the greatest value is the persuasion variable of 47%. So that the content marketing strategy that can be carried out by YourGood business is to present content with product quality information and build trust in consumers and be carried out consistently and attractively so that the content marketing strategy will be able to increase consumer buying interest.Keywords: Content Marketing, Purchase Intention, Digital Marketing, Instagram.

This research aims to identify and analyze the content marketing strategies employed by the Indonesian Hypnosis Centre (IHC) to enhance revenue from the Fundamental Hypnosis training in Mataram City, West Nusa Tenggara Province. The primary issue under investigation is revenue instability, with a focus on utilizing unpaid content marketing strategies on Instagram as an alternative solution. Through a qualitative approach involving in-depth interviews and secondary data analysis, this study reveals that before 2018, IHC relied solely on paid marketing methods such as purchasing provider numbers and distributing brochures. However, since its introduction in 2018, Instagram content marketing has proven effective starting in 2019. A consistent, though modest, increase in participant contributions from Instagram has been observed. Additionally, the research explores the use of editing tools such as CapCut, CorelDRAW, and Filmora, and the benefits of microblogging and Instagram Reels within the content marketing strategy. The findings are expected to provide significant contributions to the development of content marketing strategies for training institutions, particularly in the field of hypnosis, to address the challenge of unstable revenue

The aim of this study is to present a digital marketing model geared toward the growth of consumer value in startup products. Based on the research objectives, this study is categorized as an applied-developmental research. Employing a qualitative approach and using thematic analysis techniques, an attempt was made to construct the proposed model. The statistical population of the study includes experts and faculty members with specialized academic knowledge. The researcher employed the snowball sampling method, reaching theoretical saturation after conducting interviews with 16 experts and specialists. Data collection in the qualitative phase was conducted through semi-structured interviews. Model design and identification of main and sub-themes were carried out using Maxqda 2020 software. The findings indicate the identification of seven main themes, which include: digital market analysis and understanding, optimization of user experience (UX) and digital interaction, content marketing and influencer strategies, digital advertising and customer targeting, the use of innovative digital technologies in marketing, customer relationship management and loyalty enhancement, and digital marketing performance analysis and continuous optimization.

Purpose: The online shopping sector in Kenya is still not well developed and online commercial activities contribute to just over 1% of Kenya’s GDP. Kenya’s rate of online shopping is 23% and currently lags behind the global rate of online shopping which is 59%. The different level of development in online shopping between Kenya and other developed economies shows that the sector still has a long way to go in Kenya. Online shops face competition from the conventional ‘brick-and-mortar’ stores and supermarkets. In order to deal with the competition most online shops market their products using internet marketing, which is defined as advertising of a company’s products or services over the internet with the view of increasing profits or market share. Market share is the percentage of an industry acquired by a company during a certain period of time. This study aimed to establish the influence of internet marketing strategies on the market share of online shops in Kenya. The specific objectives of the study were: to determine the influence of website design strategies on the market share of online shops in Nairobi County in Kenya; to establish the influence of content marketing strategies on the market share of online shops in Nairobi County in Kenya; to assess the influence of affiliate marketing strategies on the market share of online shops in Nairobi County in Kenya and to establish the influence of social media marketing strategies on the market share of online shops in Nairobi County in Kenya. 
 Methodology: This study adopted descriptive research design. The study covered 68 respondents drawn from a population of 34 online shops operating within Nairobi County, with an average of 2 respondents selected per organization. The study relied on data collected using a questionnaire comprising of both open-ended and close-ended questions, structured to meet the objectives of the study. The data was analyzed using inferential statistics by means of Statistical Packages for Social Sciences version 20. 
 Results: The results indicated a P-value of 0.0002, which is less than 0.05 against all the variables in the study. This indicated that website design marketing strategies, content marketing strategies, affiliate marketing strategies and social media marketing strategies had a significant influence on the market share of online shops in Nairobi County. The study revealed a positive correlation between website design and market share with a correlation coefficient of 0.015, a positive correlation between content marketing and market share with a correlation coefficient of 0.163, a positive correlation between affiliate marketing and market share with a correlation coefficient of 0.057, and a positive correlation between social media marketing and market share with a correlation coefficient of 0.923. The study concluded that social media marketing strategies contributed the most to the overall market share of online shops in Nairobi, followed by content marketing strategies, affiliate marketing strategies and finally website design marketing strategies. 
 Unique Contribution to Theory and Practice: The study recommended that online shops needed to come up with an internet marketing mix that incorporated all the different strategies given that the respondents gave varied views on which internet marketing strategies were more influential. The County governments were encouraged to look into ways of making internet connectivity more affordable since most online shops indicated unreliable and expensive internet as a challenge when trying to conduct internet marketing. The ‘brick-and-mortar’ shops that were not making a profit were also urged to consider the online business model. Retail customers were advised to be willing to accept change and embrace online shopping.
 Keywords: Website design strategies Content marketing strategies, Affiliate marketing strategies, Social media marketing strategies and Market share.

The rapid growth of e-commerce, particularly through the TikTok Shop platform, has created new dynamics in consumer behavior and presented challenges for businesses in understanding the factors that influence purchase intention, especially among young people who are the most active social media users. This study aims to explore in greater depth the effects of content marketing, endorsement reviews, and customer ratings on purchase intention for Glad2Glow products on TikTok Shop. The research employed a quantitative approach using a survey method involving 180 active students from Universitas Muhadi Setiabudi as respondents. A random sampling technique was applied to ensure the representativeness of the sample, while the research instrument consisted of a questionnaire using a Likert scale ranging from 1 to 10. Data analysis was conducted using multiple linear regression to test the influence of each independent variable on the dependent variable. The findings indicate that, when tested partially, only content marketing had a significant effect on purchase intention, with a significance value of 0.000 (< 0.05), whereas endorsement reviews and customer ratings did not show a significant effect. However, when tested simultaneously, the three variables—content marketing, endorsement reviews, and customer ratings—collectively influenced purchase intention in a significant manner. These results emphasize that content marketing strategies play a crucial role in shaping consumer purchase intention, particularly for local beauty products marketed on interactive digital platforms such as TikTok Shop. The study provides practical implications for businesses to prioritize creative, consistent, and relevant content marketing strategies to enhance product attractiveness and strengthen brand positioning in the competitive beauty industry.

This study aims to analyze the influence of content marketing on consumer purchasing decisions for product X. Content marketing, as a strategy based on delivering relevant and valuable content, has increasingly become a key factor in building consumer engagement and influencing buying behavior. This research employs a quantitative approach using a survey method involving 150 respondents who are active social media users and consumers of product X. The data were analyzed using multiple linear regression to examine the impact of content marketing variables—namely content relevance, content consistency, content quality, and content engagement—on purchasing decisions. The results show that content marketing significantly influences consumer purchasing decisions when considered simultaneously. Partially, the variables of content relevance and content engagement have the most dominant influence compared to the other variables. These findings indicate that delivering content that is relevant to consumer needs and interactive in nature can enhance trust and buying interest. This study provides practical implications for business practitioners to strengthen their content marketing strategies by focusing on relevance and engagement to drive purchasing decisions.

This study aims to determine the influence of Content Marketing and Customer Experience on Repurchase Interest in Ventela Brands by using quantitative research methods. The data collection technique used questionnaires that were distributed to management students of Nusa Cendana University. The samples in this study were taken using Purposive Sampling. This study was conducted on Ventela Brand users with a sample of 100 people. The data was analyzed with the help of SPSS software with multiple linear regression methods. The results of this study clearly show that content marketing and customer experience have a significant influence on repurchase interest. These results provide a clear direction: personal impressions through customer experience and content quality are more dominant in influencing repurchase intent than content virality. In other words, personal impression has been proven to be a determining factor in consumers' decision to buy again, not solely exposure to viral content. Content marketing strategies that are informative, educational, and consistent create added value that strengthens consumers' emotional connection to the brand. Consumers are not only exposed to content, but feel personally connected because it provides real benefits. These findings reinforce the approach of value-based content, rather than click-based content, in building loyalty. Meanwhile, customer experience has proven to play a central role in creating a deep impression. Positive experiences in both service interaction, product quality, and digital atmosphere lead to strong emotional engagement, which is the foundation for repurchase intent.

This study aims to examine the effects of content marketing and live streaming on purchase decisions on TikTok Shop, using purchase intention as an intervening variable (a case study of TikTok Shop users who are students at ITB Widya Gama Lumajang). This research uses a quantitative, explanatory research design. The population consists of TikTok Shop users who are students at ITB Widya Gama Lumajang. Data were collected via an online questionnaire using a nonprobability sampling technique, with 102 respondents. Data analysis was conducted using Partial Least Squares (PLS) version 4. The results show that content marketing, live streaming, and purchase intention significantly influence purchase decisions. Additionally, content marketing and live streaming also have a significant effect on purchase intention. Content marketing and live streaming significantly affect purchase decisions on TikTok Shop through purchase intention as an intervening variable. These findings highlight the importance of optimizing content marketing and live streaming strategies to increase purchase intention and consumer purchase decisions on digital platforms.

This research examines the development and trends of Digital Content Marketing (DCM) as a strategy to build better relationships with customers. We analyzed data from international journals published between 1988 and 2025 through a bibliometric approach, covering various elements such as digital transformation, social media, and consumer social learning. The bibliometric visualization revealed that "digital transformation" has become a central theme closely related to issues such as "social media influence" and "digital consumer engagement," suggesting a trend shift towards new topics such as "social media content marketing" in 2019-2020. These findings emphasize the importance of integrating digital and content marketing strategies to increase consumer engagement in today's digital age. The analysis found that scientific mapping and future research possibilities regarding interactive marketing can be used as recommendation variables for future researchers and as a reference for future articles.

Digital marketing has emerged as a crucial driver for sustainable tourism development, with research highlighting its potential to influence consumer behaviour and promote eco-responsible practices. This study explores how digital marketing tools, including social media and content marketing, can support sustainable tourism goals by aligning with environmental, social and economic objectives. Through a case analysis of Gdańsk, Poland, the research study examines how digital marketing strategies have been tailored to extend tourism beyond peak periods, promote local culture and minimise environmental impacts. Gdańsk’s approach underscores the importance of aligning marketing strategies with the values of residents, local businesses and tourists to create a tourism model that respects the destination’s unique heritage and environment. The study highlights the significance of ongoing stakeholder education, strategic adaptation to evolving digital trends and developing collaborative tourism communities to support these efforts. Additionally, this chapter emphasises the need to incorporate diverse stakeholder perspectives when defining sustainable tourism objectives. A dynamic dialogue and continuous feedback loop enable tourism initiatives to address community interests and business goals, ensuring balanced outcomes. In conclusion, Gdańsk’s initiatives illustrate how digital marketing can actively support sustainable tourism by fostering a responsible and respectful tourism model. The study suggests that, as technology advances, future research should investigate the potential of artificial intelligence (AI) in enhancing sustainable tourism practices, further contributing to tourism models that prioritise local well-being alongside economic growth.

This research uses a qualitative method that aims to understand how content marketing strategies through TikTok video uploads can influence consumer engagement and whether consumers decide to make purchases on the TikTok platform. This research uses an analytical descriptive approach, which intends to explain existing phenomena and analyze data obtained from various sources. These sources are used to identify patterns, relationships or trends that may emerge in video content. Data sources were obtained from journal articles and other relevant literature such as websites that provide info on how to strategize in creating viral content, and studies on consumer engagement in video marketing. The purpose of conducting this journal review was to gather relevant data to support the articles and ensure alignment with the research topic. The data collected was used to build a comprehensive understanding of the topic under study. Additionally, this research is centered in Indonesia, given the large number of TikTok users in the country. Moreover, Video Content Marketing is an important part of marketing strategy, beneficial for businesses to increase consumer engagement, enhance brand image, and drive audience purchase intent. This research is expected to contribute to marketers to utilize TikTok effectively in achieving consumer engagement. From a practical side, the study results can provide guidance for other brands in designing TikTok campaigns. The geographical limitation of this research is that the research focus is only in Indonesia, not representing TikTok users globally due to different social and cultural factors.

In the contemporary era of technological advancement characterized by the flourishing of online shopping and the fashion e-commerce industry, it is essential for fashion retail enterprises to possess a comprehensive understanding of the interrelationship between content marketing and customer engagement to achieve success. This study aims to examine the impact of content marketing strategies on customer engagement in online fashion stores in Malaysia, offering retailers effective content marketing strategies to engage with customers. Using the quantitative research method, a sample of 172 respondents from Generation Z in Kuala Lumpur, Malaysia, participated in an online survey via Google Forms. The Uses and Gratifications Theory was adopted in the study to gain a comprehensive understanding of the motivations and reasons that drive individuals' engagement on online fashion stores. Pearson Correlation analysis and Multiple Linear Regression were used to determine the relationship between the independent and dependent variables and test the hypothesis's validity. The study discovered that content informativeness, content interactivity, and content entertainment have a significant relationship with customer engagement on fashion websites. Specifically, content informativeness has the strongest positive relationship with customer engagement on fashion retail websites in Malaysia. The study's results provide valuable insights for fashion online retailers in optimizing their website's content marketing strategies to better engage with customers and ultimately increase sales based on content characteristics such as informative, interactive, and entertaining content. Therefore, they could gain competitive advantages by implementing website content optimization.

Due to technological advancement, the economy is shifting from market-driven stature to a network-oriented economy, and social media has captured prime IT trends of the technology world. The banking sector has also been trapped in the digital wave, and the banks are compelled to focus and redefine their digitalisation processes as they witness a rapid change in consumer behaviour and buying habits. Digital marketing and other social media platforms have enabled banks to become an influential tool in not only acquiring the target prospects but also for facilitating their businesses. Content marketing is a crucial ingredient to the overall digital marketing strategy to measure the effectiveness and success of an organization's online communication. Apart from the quality of the content, marketers should be conscious and must introspect their respective target audiences while delivering and promoting the content. This research paper is based on an extensive literature review that outlines the concept of social media content marketing while highlighting the various benefits it offers to the banking sector, thereby defining multiple digital media content marketing strategies that enable banks to accomplish their objectives.

A Model of Inbound Marketing: Why Can Brand-Neutral Content Marketing Build Brand Preference?