Something social, something entertaining? How digital content marketing augments consumer experience and brand loyalty

• Main Authors: Lou, Chen, Xie, Quan
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Article
• Language: English
• Published: 2022
• Subjects: Social sciences::Communication; Branded Content Marketing; Consumption Values
• Online Access: https://hdl.handle.net/10356/155023
• Institution: Nanyang Technological University

Branded content marketing serves as an ongoing conversation between brands and consumers. Creating value-rich information that breaks through the noise and that can accelerate brand building has been a standing challenge for many brands. Informed by extant literature on content marketing, this study...