EFFECT OF CONTENT MARKETING ON BRAND EQUITY: A STUDY OF SELECTED TELECOMMUNICATION FIRMS IN NIGERIA
No Thumbnail Available
Date
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
Description
In this fast-moving information driven world, certainly the marketing strategy is inclining towards
digital marketing from traditional marketing. This new strategy focuses on creating customer
relationships by building trust and making them loyal. To identify the way the consumers engages
themselves with the content, is beneficial for every enterprise in implementing great content
marketing techniques. The general objective of this study is to understand the effect of content
marketing on brand equity. The study focuses on the developing field of Content marketing and
explains the fundamental aspects of content marketing to ensure that its unfamiliar practical worth
can contribute to the marketing field positively. Therefore, this study through the use of content
marketing strategies will aid researchers to develop more effective methods in order to deliver
better and efficient services to customers. Four (4) sub variables were used to measure the
predictive outcome of content marketing on brand equity in the Telecommunication Industry. The
methodology adopted was quantitative research which was used to collect primary date through
the administration of 245 comprehensive questionnaire, 237 were collated for analysis from
customers of selected Tele communication firms amongst post graduate student of Covenant
University, Ota, Ogun State. The study used the Regression analysis to test the hypotheses through
Statistical Package for Social Sciences (SPSS). The findings suggest that there is a positive
significant relationship between information graphics and brand attraction, a positive significant
relationship between blog content and brand image, a positive significant relationship between
videos and brand advocacy but there is no significant relationship between social media posts and
brand commitment. Therefore, the findings showed that three hypothesis are significant and
supported, while one hypothesis is not significant. The management of the Tele communication
firms need to understand the strategies for delivering excellent and consistent services to customers
that will lead to brand advocacy.
Keywords
HF Commerce, HG Finance