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Content Marketing Decisions for Effective Internal Communication

Author

Listed:
  • Pažėraitė Aušra

    (Doctor of social sciences, associate professor at the Faculty of Economics and Management, Vytautas Magnus University.; S. Daukanto str. 28, Kaunas, Lithuania. Phone: +370 37 32 78 56.)

  • Repovienė Rūta

    (PhD student at the Faculty of Economics and Management, Vytautas Magnus University.; S. Daukanto str. 28, Kaunas, Lithuania. Phone: +370 37 32 78 56.)

Abstract

The paper focuses on the assumption that new marketing and communication concepts, including content marketing, provide new opportunities for internal communication. The problem solved in this paper argues how content marketing decisions can contribute to effective internal communication. Based on scientific literature analysis, a theoretical-hypothetical model of the content marketing decisions’ contribution to the effective internal communication is presented.

Suggested Citation

  • Pažėraitė Aušra & Repovienė Rūta, 2018. "Content Marketing Decisions for Effective Internal Communication," Management of Organizations: Systematic Research, Sciendo, vol. 79(1), pages 117-130, June.
    • Handle: RePEc:vrs:morgsr:v:79:y:2018:i:1:p:117-130:n:8
    DOI: 10.1515/mosr-2018-0008
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    References listed on IDEAS

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    1. Leung, Chi Hong & Chan, Winslet Ting Yan, 2017. "Using emoji effectively in marketing: An empirical study," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 5(1), pages 76-95, March.
    2. Norizan Mat Saad & Siti Hasnah Hassan & Liew Mei Shya, 2015. "Revisiting the relationship between internal marketing and external marketing:The role of customer orientation," Journal of Developing Areas, Tennessee State University, College of Business, vol. 49(3), pages 249-262, July-Sepe.
    3. Utku Kose, & Selcuk Sert, 2017. "Improving Content Marketing Processes With The Approaches By Artificial Intelligence," EcoForum, "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration - Economy, Business Administration and Tourism Department., vol. 6(1), pages 1-31, January.
    4. Karanges, Emma Ruth & Beatson, Amanda & Johnston, Kim & Lings, Ian, 2014. "Optimizing employee engagement with internal communication: A social exchange perspective," jbm - Journal of Business Market Management, Free University Berlin, Marketing Department, vol. 7(2), pages 329-353.
    5. Teresa Lopes & Joana César Machado, 2014. "How can a corporate brand (of higher education) benefit from social networks in its internal communication strategy? The case of Catholic University of Portugal - Porto," Working Papers de Gestão (Management Working Papers) 02, Católica Porto Business School, Universidade Católica Portuguesa.
    6. Fawad Khan & Kamran Siddiqui, 2013. "The Importance Of Digital Marketing. An Exploratory Study To Find The Perception And Effectiveness Of Digital Marketing Amongst The Marketing Professionals In Pakistan," Romanian Economic Business Review, Romanian-American University, vol. 7(2), pages 221-228, December.
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