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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
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    References listed on IDEAS

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    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.
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    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

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