IDEAS home Printed from https://ideas.repec.org/a/boh/actaub/v27y2024i2p1-30.html
   My bibliography  Save this article

Two Decades of Content Marketing: A Systematic Review and Future Research Directions

Author

Listed:
  • Namrata Ladha

    (Devi Ahilya Vishwavidyalaya, Indore, Madhya Pradesh, India)

  • Prateek Maheshwari

    (Devi Ahilya Vishwavidyalaya, Indore, Madhya Pradesh, India)

  • Vivek Sharma

    (Devi Ahilya Vishwavidyalaya, Indore, Madhya Pradesh, India)

  • Nisha Bano Siddiqui

    (Devi Ahilya Vishwavidyalaya, Indore, Madhya Pradesh, India)

Abstract

Even though it is easy to remember a time before content marketing, yet it has become difficult to imagine a digital world without it. However, the academic understanding of digital content marketing is extremely fragmented and diversified; exposing concerns to domain progression and managerial practice. The academic literature begins with the conceptualization of content marketing to content creation and distribution and blooms by establishing its nomological network. The domain has advanced exponentially but has not been systematically reviewed in recent times. Therefore, this study performs a systematic review of the domain covering 92 articles over past two decades by employing PRISMA and SPAR-4-SLR protocols. Content marketing is an emerging marketing tool with multi-dimensional literature; hence, the review brings a well-reasoned TCCM framework for identifying research gaps and advancing further research. Further to its academic contribution, the review provides practical implications for content marketing practitioners.

Suggested Citation

  • Namrata Ladha & Prateek Maheshwari & Vivek Sharma & Nisha Bano Siddiqui, 2024. "Two Decades of Content Marketing: A Systematic Review and Future Research Directions," Acta Universitatis Bohemiae Meridionalis, University of South Bohemia in Ceske Budejovice, Faculty of Economics, vol. 27(2), pages 1-30.
    • Handle: RePEc:boh:actaub:v:27:y:2024:i:2:p:1-30
    DOI: 10.32725/acta.2024.006
    as

    Download full text from publisher

    File URL: http://acta.ef.jcu.cz/doi/10.32725/acta.2024.006.html
    Download Restriction: free of charge
    File URL: http://acta.ef.jcu.cz/doi/10.32725/acta.2024.006.pdf
    Download Restriction: free of charge
    File URL: https://libkey.io/10.32725/acta.2024.006?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
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Ioannis Antoniadis & Costas Assimakopoulos & Symeon Paltsoglou, 2021. "Engagement and reactions of brand posts on brand fan pages in Facebook: an investigation of brand posts' characteristics," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 15(4), pages 352-367.
    2. Bárbara Castillo-Abdul & Mónica Bonilla-del-Río & Estela Núñez-Barriopedro, 2021. "Influence and Relationship between Branded Content and the Social Media Consumer Interactions of the Luxury Fashion Brand Manolo Blahnik," Publications, MDPI, vol. 9(1), pages 1-15, March.
    3. Smith, Andrew N. & Fischer, Eileen & Yongjian, Chen, 2012. "How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter?," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 102-113.
    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. Diwanji, Vaibhav S. & Cortese, Juliann, 2020. "Contrasting user generated videos versus brand generated videos in ecommerce," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    2. Cano-Marin, Enrique & Mora-Cantallops, Marçal & Sánchez-Alonso, Salvador, 2023. "Twitter as a predictive system: A systematic literature review," Journal of Business Research, Elsevier, vol. 157(C).
    3. Valentina Carfora & Patrizia Catellani, 2022. "Advertising Innovative Sustainable Fashion: Informational, Transformational, or Sustainability Appeal?," Sustainability, MDPI, vol. 14(23), pages 1-21, December.
    4. Yadav, Manjit S. & de Valck, Kristine & Hennig-Thurau, Thorsten & Hoffman, Donna L. & Spann, Martin, 2013. "Social Commerce: A Contingency Framework for Assessing Marketing Potential," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 311-323.
    5. M. S. Balaji & Subhash Jha & Marla B. Royne, 2015. "Customer e-complaining behaviours using social media," The Service Industries Journal, Taylor & Francis Journals, vol. 35(11-12), pages 633-654, August.
    6. Pradeep Kumar Ponnamma Divakaran & Jie Xiong, 2022. "Eliciting brand association networks: A new method using online community data," Post-Print hal-03700393, HAL.
    7. Zulal Isler & Meltem Kiygi-Calli & Maryam Oraiby, 2023. "Babbling through social media: A cross-country study mapping out social networks using eWOM intentions," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-20, December.
    8. Agrawal, Shiv Ratan & Mittal, Divya, 2022. "Optimizing customer engagement content strategy in retail and E-tail: Available on online product review videos," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    9. Pauwels, Koen & Aksehirli, Zeynep & Lackman, Andrew, 2016. "Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 639-655.
    10. Ivanete Schneider Hahn & Flavia Luciane Scherer & Kenny Basso & Marindia Brachak dos Santos, 2016. "Consumer Trust in and Emotional Response to Advertisements on Social Media and their Influence on Brand Evaluation," Brazilian Business Review, Fucape Business School, vol. 13(4), pages 49-71, July.
    11. Divakaran, Pradeep Kumar Ponnamma & Xiong, Jie, 2022. "Eliciting brand association networks: A new method using online community data," Technological Forecasting and Social Change, Elsevier, vol. 181(C).
    12. Azad Moghddam, Hamed & Carlson, Jamie & Wyllie, Jessica & Mahmudur Rahman, Syed, 2024. "Scroll, Stop, Shop: Decoding impulsive buying in social commerce," Journal of Business Research, Elsevier, vol. 182(C).
    13. Baccarella, Christian V. & Wagner, Timm F. & Kietzmann, Jan H. & McCarthy, Ian P., 2018. "Social media? It's serious! Understanding the dark side of social media," European Management Journal, Elsevier, vol. 36(4), pages 431-438.
    14. N. Serdar Sever & Goknil Nur Sever & Salar Kuhzady, 2015. "The Evaluation of Potentials of Gamification in Tourism Marketing Communication," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 5(10), pages 188-202, October.
    15. Furong Wan & Jianxin Li, 2024. "Navigating the Digital Age: City Branding in the Era of Social Media and Digital Transformation," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 15(4), pages 16666-16699, December.
    16. Hofman-Kohlmeyer Magdalena, 2021. "Brand-Related User-Generated Content in Simulation Video Games: Qualitative Research Among Polish Players," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 29(1), pages 61-87, March.
    17. Maria Antonietta Raimondo & Stefania Farace & Gaetano Nino Miceli, 2018. "User-Generated Systems of Signs and Meanings in Product Customization: Taxonomies and Research Directions," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2018(2), pages 61-83.
    18. He, Yi & Chen, Qimei & Lee, Ruby P. & Wang, Yonggui & Pohlmann, Attila, 2017. "Consumers' Role Performance and Brand Identification: Evidence from a Survey and a Longitudinal Field Experiment," Journal of Interactive Marketing, Elsevier, vol. 38(C), pages 1-11.
    19. Kawaf, Fatema & Istanbulluoglu, Doga, 2019. "Online fashion shopping paradox: The role of customer reviews and facebook marketing," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 144-153.
    20. Radu M. Meza & Andreea-Alina Mogoș & George Prundaru, 2023. "Idols of Promotion and Authenticity on TikTok," Media and Communication, Cogitatio Press, vol. 11(4), pages 187-202.

    More about this item

    Keywords

    Brand Content; Content Marketing; PRISMA; SLR; TCCM;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M59 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - Other

    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:boh:actaub:v:27:y:2024:i:2:p:1-30. 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: Ivo Andrle (email available below). General contact details of provider: https://edirc.repec.org/data/efjcucz.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.