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Conceptualizing content marketing: a delphi approach

Author

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  • Agostino Vollero
  • Maria Palazzo

Abstract

Il content marketing (CM) ? stato descritto, soprattutto in ambito professionale, come un nuovo approccio nella pratica della comunicazione di marketing in grado di raggiungere una serie di obiettivi specifici (coinvolgimento del cliente, brand awareness, ecc.). Nonostante la sua diffusione pervasiva nelle pratiche di business, poco ? stato detto riguardo al suo significato teorico effettivo. Pertanto, il presente lavoro mira a esplorare le dimensioni chiave del CM. ? stata sviluppata un?analisi Delphi di tipo predittivo coinvolgendo numerosi esperti nazionali e internazionali (sia accademici che professionisti), con l?obiettivo di delineare un quadro, per quanto possibile esaustivo, in merito alle determinanti, ai fattori costitutivi e agli effetti generati dall?adozione di tale approccio, oltre che per esaminare alcune eventuali barriere all?implementazione. Lo studio conferma il contributo potenziale del content marketing nel ridisegnare alcune tendenze nell?ambito della comunicazione di marketing. Il paper propone, inoltre, alcune implicazioni manageriali e offre un?agenda di ricerca per questo campo di studio emergente.

Suggested Citation

  • Agostino Vollero & Maria Palazzo, 2015. "Conceptualizing content marketing: a delphi approach," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2015(1), pages 25-44.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2015-001003
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    References listed on IDEAS

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    Cited by:

    1. Hollebeek, Linda D. & Macky, Keith, 2019. "Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 27-41.
    2. Khaw Ooi San & Abu Bakar Sade & Linda Seduram, 2020. "Social Networking Brand Engagement using Creative Brand Content Experiences," International Business Research, Canadian Center of Science and Education, vol. 13(4), pages 1-63, April.
    3. Clemens Koob, 2021. "Determinants of content marketing effectiveness: Conceptual framework and empirical findings from a managerial perspective," PLOS ONE, Public Library of Science, vol. 16(4), pages 1-25, April.

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