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Ultima descărcare din IBN: 2024-04-20 15:49 |
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339.138:659:366 (1) |
Probleme generale ale comerțului. Piața (819) |
Publicitate. Informare. Relații cu publicul (389) |
Consumerism (156) |
SM ISO690:2012 BAYDAŞ, Abdulvahap, ATA, Serhat, COŞKUNER, Mehmet. Effects of content marketing on customer satisfaction and brand loyalty. In: Journal of Social Sciences, 2023, vol. 6, nr. 2, pp. 37-46. ISSN 2587-3490. DOI: https://doi.org/10.52326/jss.utm.2023.6(2).03 |
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Journal of Social Sciences | ||||||
Volumul 6, Numărul 2 / 2023 / ISSN 2587-3490 /ISSNe 2587-3504 | ||||||
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DOI:https://doi.org/10.52326/jss.utm.2023.6(2).03 | ||||||
CZU: 339.138:659:366 | ||||||
Pag. 37-46 | ||||||
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Rezumat | ||||||
It is considered that the content marketing strategies implemented by the companies affect the satisfaction of the consumers and their loyalty towards the brand positively or negatively. The aim of this study is to investigate whether the content marketing strategies of the companies have an effect on customer satisfaction and brand loyalty. Within the scope of the research, content marketing was examined from four sub-dimensions, while customer satisfaction and brand loyalty were examined as one-dimensional. As a result of the factor analysis, content marketing was represented in a two-dimensional structure, while customer satisfaction and brand loyalty were represented in a one-dimensional structure. As a result of the regression analysis, it was determined that the interaction and information dimensions, which are the sub-dimensions of content marketing, positively influence customer satisfaction and brand loyalty. |
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Cuvinte-cheie consumer behavior, customer, branding, Satisfaction and Loyalty, comportamentul consumatorului, client, branding, satisfacție și loialitate |
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