Content marketing and its influence on customer engagement

This study aims to analyze and elaborate on the research questions related to the influence of content marketing on customer behaviors (online engagement). Content marketing has become a crucial element of communication strategies employed by companies, particularly on social media platforms. However, there is a lack of academic research in this area, with most existing knowledge relying on reports from commercial research organizations. Therefore, this study seeks to fill this research gap by examining the role of content relevance in sponsorship activation strategies on Facebook and its impact on online customer engagement behaviors. The research focuses on four key variables: the type of content, relevance, perception, and engagement. The primary objective is to enhance our understanding of how the significance of content published by companies on their Facebook pages influences customer online's engagement behaviors and their perceptions of sponsored content. The study analyzes a practical case of a marketing campaign launched by a multinational pharmaceutical company on Facebook to combat the asthma crisis and raise awareness about the issue. Data collection involves a mixed-methods approach. Quantitative insights are derived from Facebook Studio, which provides valuable information and metrics for tracking campaign performance and audience engagement. Qualitative data is obtained through a focus group consisting of diverse participants, including individuals with respiratory diseases. The findings emphasize the importance of content relevance in shaping customer perceptions and engagement behaviors, highlighting the need to deliver relevant content for successful sponsorship activation. In addition to investigating the impact of content relevance on sponsorship activation, this study fills gaps in the literature by examining the influence of publication relevance on customer engagement. It also emphasizes the significance of content relevance as the primary characteristic influencing engagement behaviors. By shedding light on the role of content relevance in sponsorship activation strategies on Facebook, this study contributes to the understanding of content marketing on social networks and provides some insights for a better understanding of the concept. In summary, this research addresses the research problem of content relevance in sponsorship activation in content marketing campaigns on Facebook. By analyzing the interplay between content type, relevance, perception, and engagement, this study offers some valuable insights and recommendations to optimize content marketing strategies on social platforms. It fills gaps in the literature by focusing on publication relevance and emphasizes the importance of delivering relevant content for successful sponsorship activation on social media, particularly on Facebook.