Title: Content marketing towards customer value creation

Authors: Rūta Repovienė; Aušra Pažėraitė

Addresses: Marketing Cluster, Faculty of Economics and Management, Vytautas Magnus University, Daukanto st. 28, LT-44246, Kaunas, Lithuania ' Marketing Cluster, Faculty of Economics and Management, Vytautas Magnus University, Daukanto st. 28, LT-44246, Kaunas, Lithuania

Abstract: This article presents theoretical and empirical aspects of content marketing towards customer value creation. Despite interest in content marketing and the importance of customer value in marketing theory, so far there is a lack of research in this area. Accordingly, the aim of this article is to fill this gap by determining the theoretical and empirical implications of content marketing dedicated to customer value creation. Based on conducted theoretical analysis, a conceptual model of content marketing towards customer value creation was developed. In the presented research paper, the corresponding model is examined in exploratory qualitative research by applying expert interview method. Given findings based on continuous theoretical analysis, the empirical study provides an original approach and relevant suggestions on directions for both further scientific research and practical application of content marketing towards customer value creation.

Keywords: content marketing; digital content; content idea; content distribution; customer value creation; social value; functional value; emotional value; desired value; consumption value; perceived value.

DOI: 10.1504/IJIMA.2023.129666

International Journal of Internet Marketing and Advertising, 2023 Vol.18 No.2/3, pp.263 - 285

Received: 01 Apr 2021
Accepted: 10 Nov 2021
Published online: 20 Mar 2023 *

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