The impact of digital content marketing on brand awareness through social media and customer engagement

Subject Areas : Resources Management

mousa  rahimi ¹ (Department of Management, Faculty of Economics and Management, Shiraz Branch, Islamic Azad University, Shiraz, Iran)
sirous  keshavarz ² (Department of Management, Faculty of Economics and Management, Shiraz Branch, Islamic Azad University, Shiraz, Iran)
behnaz  salehipour shirazi ³ (Department of Management, Shiraz Branch, Islamic Azad University, Shiraz, Iran)

Received: 2023-08-17 Accepted : 2023-08-28 Published : 2023-09-23

Keywords: digital content marketing, brand awareness, social media, customer interaction.,

Abstract :

The aims of this study is to investigate the effect of digital content marketing on brand awareness through social media and customer interaction. The current research is descriptive and survey and practical in terms of purpose. The statistical population of this research included all the consumers of Ramek dairy products in Shiraz city, 384 people were selected as a sample by random sampling. The data collection tool was the standard Elkdra (2021) questionnaires. To analyze the data, partial least squares approach and Smart PLS3 software were used. The results showed that there is a positive and significant relationship between digital content marketing and brand awareness. Also, social media and customer interaction have a significant mediating role in the relationship between digital content marketing and brand awareness. It is obvious that digital content marketing as a new phenomenon plays a vital role in displaying brand name, strengthening customer relationship and increasing brand awareness, customer loyalty and sales.

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