EFFECTS OF CONTENT MARKETING ON CUSTOMER SATISFACTION AND BRAND LOYALTY
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...
| Published in: | Journal of Social Sciences |
|---|---|
| Main Authors: | , , |
| Format: | Article |
| Language: | English |
| Published: |
Technical University of Moldova
2023-07-01
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| Subjects: | |
| Online Access: | https://press.utm.md/index.php/jss/article/view/2023-6-2-03/03-pdf |
| _version_ | 1850014707743719424 |
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| author | ATA, Serhat BAYDAŞ, Abdulvahap COŞKUNER, Mehmet |
| author_facet | ATA, Serhat BAYDAŞ, Abdulvahap COŞKUNER, Mehmet |
| author_sort | ATA, Serhat |
| collection | DOAJ |
| container_title | Journal of Social Sciences |
| description | 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. |
| format | Article |
| id | doaj-art-036ef4dfcd59404c8cfc8383d64cfb7e |
| institution | Directory of Open Access Journals |
| issn | 2587-3490 2587-3504 |
| language | English |
| publishDate | 2023-07-01 |
| publisher | Technical University of Moldova |
| record_format | Article |
| spelling | doaj-art-036ef4dfcd59404c8cfc8383d64cfb7e2025-08-20T00:42:39ZengTechnical University of MoldovaJournal of Social Sciences2587-34902587-35042023-07-01623746https://doi.org/10.52326/jss.utm.2023.6(2).03EFFECTS OF CONTENT MARKETING ON CUSTOMER SATISFACTION AND BRAND LOYALTYATA, Serhat0https://orcid.org/0000-0002-5423-5118BAYDAŞ, Abdulvahap1https://orcid.org/0000-0002-4471-3470COŞKUNER, Mehmet2https://orcid.org/0000-0002-5263-2240Düzce University, Konuralp Campus, Faculty of Business Administration, 81620, Düzce, TurkeyDüzce University, Konuralp Campus, Faculty of Business Administration, 81620, Düzce, TurkeyDüzce University, Konuralp Campus, Faculty of Business Administration, 81620, Düzce, TurkeyIt 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.https://press.utm.md/index.php/jss/article/view/2023-6-2-03/03-pdfconsumer behaviorcustomerbrandingsatisfaction and loyalty |
| spellingShingle | ATA, Serhat BAYDAŞ, Abdulvahap COŞKUNER, Mehmet EFFECTS OF CONTENT MARKETING ON CUSTOMER SATISFACTION AND BRAND LOYALTY consumer behavior customer branding satisfaction and loyalty |
| title | EFFECTS OF CONTENT MARKETING ON CUSTOMER SATISFACTION AND BRAND LOYALTY |
| title_full | EFFECTS OF CONTENT MARKETING ON CUSTOMER SATISFACTION AND BRAND LOYALTY |
| title_fullStr | EFFECTS OF CONTENT MARKETING ON CUSTOMER SATISFACTION AND BRAND LOYALTY |
| title_full_unstemmed | EFFECTS OF CONTENT MARKETING ON CUSTOMER SATISFACTION AND BRAND LOYALTY |
| title_short | EFFECTS OF CONTENT MARKETING ON CUSTOMER SATISFACTION AND BRAND LOYALTY |
| title_sort | effects of content marketing on customer satisfaction and brand loyalty |
| topic | consumer behavior customer branding satisfaction and loyalty |
| url | https://press.utm.md/index.php/jss/article/view/2023-6-2-03/03-pdf |
| work_keys_str_mv | AT ataserhat effectsofcontentmarketingoncustomersatisfactionandbrandloyalty AT baydasabdulvahap effectsofcontentmarketingoncustomersatisfactionandbrandloyalty AT coskunermehmet effectsofcontentmarketingoncustomersatisfactionandbrandloyalty |