Abstract:
Purpose-The goal of this study is to digitally analyze the impact ofcontent marketing on the
consumer engagement with various brands within Karachi demonstrate that can be used to help
the businesses and local and international firms in Karachi. Message interactivity, content
category, hashtags, content types, and time frame of posting, attractiveness of message, and
frequency of posting were used to analyze the degree of impact they have
engagement.
on customer
Methodology & Design - An online questionnaire (Google Forms) was disseminated among
the participants using online channels such as Emails and Social Median (including WhatsApp,
Facebook and Facebook Messenger). We gathered 400 responses from the random participants.
The data gathered was analyzed using correlation and multiple linear regressions.
Findings - Our results demonstrated that except Content Category, Content Type, Hashtags,
and Frequency of posting, Time frame of post, Interactivity of message and attractiveness of
message had a significant relationship with Customer Engagement. Furthermore, Customer
Engagement also had a significant relationship with the Content Marketing.
Limitations-This research has been carried out in Karachi from the respondents spread across
of Karachi. Our medium of survey was online channels through which different areas
questionnaire was disseminated to citizens. However, most responses encompassed the citizens
the same model to conduct their research across of Karachi. In Future, researchers can use
Pakistan.
quantitative model to examine the impact of message
hashtags, content types, posting time frame, message
customer engagement.
Originality - This study proposes a
interactivity, content category
attractiveness, and posting frequency on
reconstruct the survey covering all three
. It is recommended to
We realize the prospect to
realize the prospect to reconstruct the survey
Recommendations -
use all three typologies to
than simply choosing not to engage.
Also, we
of Pakistan where the ratio of using content marketing is
higher and processes are more technologically saturated. In addition, we can also take into
consideration the factors where the businesses and firms actually adopt and commit using
content marketing and analyze their impact on different factors as we discussed i
in our
hypotheses.
