IDEAS home Printed from https://ideas.repec.org/a/bbs/prospe/v12y2025i2p1-38.html

The impact of content marketing as a sponsorship activation strategy on online customer engagement

Author

Listed:
  • Tribak Imad

Abstract

No abstract is available for this item.

Suggested Citation

  • Tribak Imad, 2025. "The impact of content marketing as a sponsorship activation strategy on online customer engagement," Prosperitas, Budapest Business University, vol. 12(2), pages 1-38.
    • Handle: RePEc:bbs:prospe:v:12:y:2025:i:2:p:1-38
    as

    Download full text from publisher

    File URL: https://publikaciotar.uni-bge.hu/id/eprint/2502/1/the-impact-of-content-marketing-as-a-sponsorship-activation-strategy-on-online-customer-engagement-262.pdf
    File Function: original version
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Liao, Junyun & Chen, Jiada, 2024. "The authenticity advantage: How influencer authenticity management strategies shape digital engagement with sponsored videos," Journal of Business Research, Elsevier, vol. 185(C).
    2. Alexander Bleier & Maik Eisenbeiss, 2015. "Personalized Online Advertising Effectiveness: The Interplay of What, When, and Where," Marketing Science, INFORMS, vol. 34(5), pages 669-688, September.
    3. Gert Human & Benedikt Hirschfelder & Jacques Nel, 2018. "The effect of content marketing on sponsorship favorability," International Journal of Emerging Markets, Emerald Group Publishing Limited, vol. 13(5), pages 1233-1250, November.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Shun-Yang Lee & Julian Runge & Daniel Yoo & Yakov Bart & Anett Gyurak & J. W. Schneider, 2023. "COVID-19 Demand Shocks Revisited: Did Advertising Technology Help Mitigate Adverse Consequences for Small and Midsize Businesses?," Papers 2307.09035, arXiv.org, revised Jan 2024.
    2. Yin Bai & Yan Wang & Xingyao Ren, 2025. "Big data or big brother: When is recontacting the digital customer OK?," Journal of the Academy of Marketing Science, Springer, vol. 53(6), pages 1624-1643, December.
    3. Xia, Hui & Zhang, Longyun & Chen, Junjie & Wang, Xinchun, 2025. "Decoding virtual influencer endorsement using machine learning: The role of virtual influencer, posting, and disclosure characteristics," Journal of Retailing and Consumer Services, Elsevier, vol. 87(C).
    4. Bayer, Emanuel & Srinivasan, Shuba & Riedl, Edward J. & Skiera, Bernd, 2020. "The impact of online display advertising and paid search advertising relative to offline advertising on firm performance and firm value," International Journal of Research in Marketing, Elsevier, vol. 37(4), pages 789-804.
    5. Lynne Pepall & Daniel Richards, 2021. "Targeted Value-Enhancing Advertising and Price Competition," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 59(3), pages 443-459, November.
    6. Georgios Filippou & Athanasios G. Georgiadis & Ashish Kumar Jha, 2024. "Establishing the link: Does web traffic from various marketing channels influence direct traffic source purchases?," Marketing Letters, Springer, vol. 35(1), pages 59-71, March.
    7. Sofia Bapna & Gordon Burtch, 2025. "An Experimental Evaluation of Gender Differences in Responses to Major-Donor Funding Schemes for Crowdfunded Social Ventures," Information Systems Research, INFORMS, vol. 36(3), pages 1375-1396, September.
    8. Grigorios, Lamprinakos & Magrizos, Solon & Kostopoulos, Ioannis & Drossos, Dimitrios & Santos, David, 2022. "Overt and covert customer data collection in online personalized advertising: The role of user emotions," Journal of Business Research, Elsevier, vol. 141(C), pages 308-320.
    9. Miller, Klaus M. & Skiera, Bernd, 2024. "Economic consequences of online tracking restrictions: Evidence from cookies," International Journal of Research in Marketing, Elsevier, vol. 41(2), pages 241-264.
    10. Li, T., 2018. "Digital Traces: Personalization and Privacy," ERIM Inaugural Address Series Research in Management 108848, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam..
    11. Anuj Kapoor & Madhav Kumar, 2025. "Frontiers: Generative AI and Personalized Video Advertisements," Marketing Science, INFORMS, vol. 44(4), pages 733-747, July.
    12. Garrett Johnson & Julian Runge & Eric Seufert, 2022. "Privacy-Centric Digital Advertising: Implications for Research," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 9(1), pages 49-54, June.
    13. Min Tian & Paul R. Hoban & Neeraj Arora, 2024. "What Cookie-Based Advertising Effectiveness Fails to Measure," Marketing Science, INFORMS, vol. 43(2), pages 407-418, March.
    14. Tesary Lin & Sanjog Misra, 2022. "Frontiers: The Identity Fragmentation Bias," Marketing Science, INFORMS, vol. 41(3), pages 433-440, May.
    15. Hana Choi & Carl F. Mela & Santiago R. Balseiro & Adam Leary, 2020. "Online Display Advertising Markets: A Literature Review and Future Directions," Information Systems Research, INFORMS, vol. 31(2), pages 556-575, June.
    16. Conor M. Henderson & Lena Steinhoff & Colleen M. Harmeling & Robert W. Palmatier, 2021. "Customer inertia marketing," Journal of the Academy of Marketing Science, Springer, vol. 49(2), pages 350-373, March.
    17. Bleier, Alexander & Goldfarb, Avi & Tucker, Catherine, 2020. "Consumer privacy and the future of data-based innovation and marketing," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 466-480.
    18. Baixue Chen & Li Li & Qixiang Wang & Shun Li, 2025. "Promote or inhibit? Research on the transition of consumer potential purchase intention," Annals of Operations Research, Springer, vol. 348(1), pages 55-74, May.
    19. Guy Aridor & Yeon-Koo Che & Brett Hollenbeck & Maximilian Kaiser & Daniel McCarthy, 2024. "Evaluating the Impact of Privacy Regulation on E-Commerce Firms: Evidence from Apple’s App Tracking Transparency," CESifo Working Paper Series 10928, CESifo.
    20. Lessmann, Stefan & Coussement, Kristof & De Bock, Koen W. & Haupt, Johannes, 2018. "Targeting customers for profit: An ensemble learning framework to support marketing decision making," IRTG 1792 Discussion Papers 2018-012, Humboldt University of Berlin, International Research Training Group 1792 "High Dimensional Nonstationary Time Series".

    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:bbs:prospe:v:12:y:2025:i:2:p:1-38. 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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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: Zsolt Kovács (email available below). General contact details of provider: https://edirc.repec.org/data/bgfbuhu.html .

    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.