IDEAS home Printed from https://ideas.repec.org/a/alk/jbms00/v4y2022i1id2784.html

Impact of Content Marketing on the Brand Image of Selected Unilever's Personal Care Brands through the Social Media

Author

Listed:
  • Mariel Kathrine Mañosca

    (University of Santo TomasUniversity of Santo Tomas, Manila, Philippines)

  • Allyssa Kyla Poyaoan

    (University of Santo Tomas, Manila, Philippines)

  • Jake Vitug

    (University of Santo Tomas, Manila, Philippines)

Abstract

This article justifies the importance of digital content to Unilever's personal care brands. It is essential to have a perspective on the impact of content marketing on the brand image of the selected personal care brands through social media. This study aims to find out whether content marketing has a positive or negative impact on the brand image of selected brands on their respective social media platforms. The objective will be supported by a quantitative research design using surveys as the main instrument for data gathering. This study will target approximately 271 respondents, ages 18 to 30 years old, residing in Quezon City, Caloocan, and Manila. Moreover, they are the chosen respondents because they belong to the age group and generation considered active and present on most social media platforms. The quantitative data to be collected will be analyzed using the recommended statistical treatments: weighted mean, standard deviation, T-test, frequency, and percentage distribution.

Suggested Citation

  • Mariel Kathrine Mañosca & Allyssa Kyla Poyaoan & Jake Vitug, 2022. "Impact of Content Marketing on the Brand Image of Selected Unilever's Personal Care Brands through the Social Media," Journal of Business and Management Studies, Al-Kindi Center for Research and Development, vol. 4(1), pages 107-114, January.
    • Handle: RePEc:alk:jbms00:v:4:y:2022:i:1:id:2784
    DOI: 10.32996/jbms.2022.4.1.13
    as

    Download full text from publisher

    File URL: https://al-kindipublisher.com/index.php/jbms/article/view/2784
    File Function: Abstract page
    Download Restriction: no
    File URL: https://al-kindipublisher.com/index.php/jbms/article/download/2784/2485
    File Function: Full text
    Download Restriction: no
    File URL: https://libkey.io/10.32996/jbms.2022.4.1.13?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:alk:jbms00:v:4:y:2022:i:1:id:2784. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Al-Kindi Center for Research and Development (email available below). General contact details of provider: https://al-kindipublisher.com/index.php/jbms .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.