The effect of content marketing on sponsorship favorability
Purpose: The benefits and problems associated with firm-generated content (FGC) as a key driver of sponsorship effectiveness demand more research attention. Accordingly, the purpose of this paper is to consider the effect of content marketing on sponsorship-response favorability in the South African energy drink market. Design/methodology/approach: It is theorized that in an FGC environment, sponsor factors, sponsorship factors and event factors drive sponsorship favorability. This notion is tested using a structural equations model among 18- to 35-year-olds. Findings: The results show acceptable model fit and confirm the usefulness of understanding the effects of content marketing on sponsorship favorability. The authors also offer directions for future research. Practical implications: The results suggest that FGC which is well-designed, packaged and presented can enhance the views of individuals regarding a sponsor – even if the brand operates in a background position as opposed to the conventional foreground position common in promotional material. Originality/value: The current study considers content marketing in contexts that have largely been avoided so far, or have only featured on a very limited scale in the literature. This study was conducted in an emerging market, business-to-consumer and sponsorship context for the application of a content marketing strategy.
Year of publication: |
2018
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Authors: | Human, Gert ; Hirschfelder, Benedikt ; Nel, Jacques |
Published in: |
International Journal of Emerging Markets. - Emerald, ISSN 1746-8809, ZDB-ID 2242085-X. - Vol. 13.2018, 5 (29.11.), p. 1233-1250
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Publisher: |
Emerald |
Saved in:
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