AN ANALYSIS REGARDING THE IMPACT OF CONTENT MARKETING OF BRANDS ON CUSTOMER ENGAGEMENT IN KARACHI

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.