Azhar Aziz Jassim Al-Obeidi
Faculty of Administration and Economics, University of Kufa
DOI : https://doi.org/10.47191/ijmra/v7-i09-12Google Scholar Download Pdf
ABSTRACT:
This study aims to explore the relationship between content marketing and customer delight in a communications context, focusing on the moderating effect of authentic marketing. Data were collected through a questionnaire directed to 245 lecturers at the University of Kufa as subscribes of Zain Iraq Telecommunications Company. Data were analyzed using AMOS V.24 advanced statistical analysis software. The results of the study showed that there is a positive, statistically significant relationship between content marketing and customer happiness. The results also showed that authentic marketing has an important role in moderating this relationship, as it acts as an interactive variable between the two variables.
KEYWORDS:Content Marketing, Customer Delight, Authentic Marketing, and Zain Iraq Subscribes.
REFERENCES1) Abd El-Aal, M. (2023). Online content marketing as an innovative mechanism for customer relationship management: A field study on a sample of customers of Egyptian cellular telecommunications companies. Vol. 43 No. 4 (2023): Vol. 43, No. 4, December2023https://doi.org/10.21608/aja.2021.59186.1036.
2) Alexander Nicholas (2009), “Brand Authentication: Creating and Maintaining Brand Auras,” European Journal of Marketing, 43 (3/4), 551–562.
3) Bakshi, M., Khan, B. M., & Mishra, P. (2014). The effect of content credibility on consumer-based brand equity: The case of Indian television channels. International Journal of Indian Culture and Business Management, 8(3), 329-344.
4) Barnes, D. C., & Krallman, A. (2019). Customer delight: A review and agenda for research. Journal of Marketing Theory and Practice, 27(2), 174-195. https://doi.org/10.1080/10696679.2019.1577686.
5) Barnes, D., Mesmer-Magnus, J., & Scribner, L. (2020). Customer delight during a crisis: Understanding delight through the lens of transformative service research. Journal of Service Management. https://doi.org/10.1108/JOSM-05-2020-0146.
6) Bazi, S., Filieri, R., & Gorton, M. (2023). Social media content aesthetic quality and customer engagement: The mediating role of entertainment and effects on brand love and loyalty. Journal of Business Research, 160, 113778.
7) Bruhn, M., Schoenmüller, V., Schäfer, D. and Heinrich, D. (2012), “Brand authenticity: towards a deeper understanding of its conceptualization and measurement”, Advances of Consumer Research, Vol. 40, pp. 567-576.
8) Campagna, C. L., Donthu, N., & Yoo, B. (2022). Brand authenticity: literature review, comprehensive definition, and an amalgamated scale. Journal of Marketing Theory and Practice, 31(2), 129–145. a. https://doi.org/10.1080/10696679.2021.2018937.
9) Damir, B., & Hasnaa, G. (2020). Content marketing and website user’s engagement: The effect of relevant content on the web on user engagement behaviors. Periodicals of Engineering and Natural Sciences, 8(3), 1860-1872.
10) Ellis. Selwyn T., & Robert L. Webster. (1998). IS Managers’ Innovation toward Telecommuting: A Structural Equation Model. Proceedings of the Hawaii International Conference on System Sciences 4: 161–68.
11) Esmaeili, Z. A., Kheiry, B., & Farahbod, F. (2020). Authentic marketing pragmatic marketing (components, foregrounds, outcomes): interactions & conflicts. Independent Journal of Management & Production, 11(6), 1778-1780. https://doi.org/10.14807/ijmp.v11i6.1150.
12) Hardany, H., & Najoan, S. S. (2023). " Like or Rely? Korelasi Content Likeability dan Content Credibility terhadap Consumer Acceptance pada Advertising Product Placement. Inter Komunika: Jurnal Komunikasi, 7(2), 15-33.
13) Hollebeek, L., & Macky, K. (2019). Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications. Journal of Interactive Marketing, 45, 27 - 41.
14) https://doi.org/10.1016/j.intmar.2018.07.003.
15) Holliman, G., & Rowley, J. (2014). Business to business digital content marketing: Marketers’ perceptions of best practice. Journal of Research in Interactive Marketing, 8, 269-293. https://doi.org/10.1108/JRIM-02-2014-0013.
16) Järvinen, J., & Taiminen, H. (2016). Harnessing marketing automation for B2B content marketing. Industrial Marketing Management, 54, 164-175. https://doi.org/10.1016/J.INDMARMAN.2015.07.002.
17) Kwong, K. K., & Yau, O. H. M. (2002). The conceptualization of customer delight: A research framework. Asia Pacific Management Review, 7(2), 255-266.
18) Lou, C., & Xie, Q. (2020). Something social, something entertaining? How digital content marketing augments consumer experience and brand loyalty. International Journal of Advertising, 40, 376 - 402. a. https://doi.org/10.1080/02650487.2020.1788311.
19) Magnini, V. P., Crotts, J. C., & Zehrer, A. (2011). Understanding customer delight: An application of travel blog analysis. Journal of Travel Research, 50(5), 535. https://doi.org/10.1177/0047287510379162.
20) Marks, C. & Prinsloo, D. M. (2015). “Authenticity in marketing: a response to consumer resistance?”. In Journal of Marketing and Consumer Behaviour in Emerging Markets 2(2), (pp. 15-32).
21) Morhart, F., Malär, L., Guèvremont, A., Girardin, F., & Grohmann, B. (2015). Brand authenticity: An integrative framework and measurement scale. Journal of Consumer Psychology, 25(2), 200-218. doi:10.1016/j.jcps.2014.11.006.
22) Moulard, J.G., Raggio, R.D. and Folse, J.A.G. (2016), “Brand authenticity: testing the antecedents and outcomes of brand management’s passion for its products”, Psychology & Marketing, Vol. 33No.6,pp.421-436.
23) Naik, K. (2016). Customer delight: Key word in airline industry. Paper presented at the International Conference Business 2020: Issues and Challenges, City, State.
24) Pulizzi, J. (2012). The Rise of Storytelling as the New Marketing. Publishing Research Quarterly, 28, 116-123. https://doi.org/10.1007/S12109-012-9264-5.
25) Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill-building approach (7th ed.). Wiley.
26) Shoukat, M. H., & Ramkissoon, H. (2022). Customer delight, engagement, experience, value co-creation, place identity, and revisit intention: A new conceptual framework. Journal of Hospitality Marketing & Management, 31(6), 757-775. https://doi.org/10.1080/19368623.2022.2062692.
27) Södergren, J. (2021). Brand authenticity: 25 Years of research. International Journal of Consumer Studies, 45, 645-663. doi:10.1111/ijcs.12651.
28) Souca, L. (2014). Customer dissatisfaction and delight: Completely different concepts, or part of a satisfaction continuum? Management & Marketing, 9(1), 75-90.
29) Tran, V. D., & Keng, C. J. (2018). The brand authenticity scale: Development and validation. Contemporary Management Research, 14(4), 277-291. https://doi.org/10.7903/cmr.18581.
30) Weber, L. (2019). Authentic marketing: How to capture hearts and minds through the power of purpose. Wiley.
31) Weinstein, A. (2023). In search of customer delight: Integrating customer satisfaction and NPS metrics. Applied Marketing Analytic, 9(4), 320-329.
Volume 07 Issue 09 September 2024
There is an Open Access article, distributed under the term of the Creative Commons Attribution – Non Commercial 4.0 International (CC BY-NC 4.0) (https://creativecommons.org/licenses/by-nc/4.0/), which permits remixing, adapting and building upon the work for non-commercial use, provided the original work is properly cited.
Our Services and Policies
Authors should prepare their manuscripts according to the instructions given in the authors' guidelines. Manuscripts which do not conform to the format and style of the Journal may be returned to the authors for revision or rejected.
The Journal reserves the right to make any further formal changes and language corrections necessary in a manuscript accepted for publication so that it conforms to the formatting requirements of the Journal.
International Journal of Multidisciplinary Research and Analysis will publish 12 monthly online issues per year,IJMRA publishes articles as soon as the final copy-edited version is approved. IJMRA publishes articles and review papers of all subjects area.
Open access is a mechanism by which research outputs are distributed online, Hybrid open access journals, contain a mixture of open access articles and closed access articles.
International Journal of Multidisciplinary Research and Analysis initiate a call for research paper for Volume 07 Issue 12 (December 2024).
PUBLICATION DATES:
1) Last Date of Submission : 26 December 2024 .
2) Article published within a week.
3) Submit Article : editor@ijmra.in or Online
Why with us
1 : IJMRA only accepts original and high quality research and technical papers.
2 : Paper will publish immediately in current issue after registration.
3 : Authors can download their full papers at any time with digital certificate.
The Editors reserve the right to reject papers without sending them out for review.
Authors should prepare their manuscripts according to the instructions given in the authors' guidelines. Manuscripts which do not conform to the format and style of the Journal may be returned to the authors for revision or rejected. The Journal reserves the right to make any further formal changes and language corrections necessary in a manuscript accepted for publication so that it conforms to the formatting requirements of the Journal.