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Content marketing towards customer value creation

Author

Listed:
  • Rūta Repovienė
  • Aušra Pažėraitė

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.

Suggested Citation

  • Rūta Repovienė & Aušra Pažėraitė, 2023. "Content marketing towards customer value creation," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 18(2/3), pages 263-285.
    • Handle: RePEc:ids:ijimad:v:18:y:2023:i:2/3:p:263-285
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