Conceptualising Digital Content Marketing for Greater Consumer Brand Engagement
Digital Content Marketing (DCM) is the creation of valuable, relevant, and compelling content by brands, and its dissemination to their target audiences through digital platforms. In this paper, we provide a conceptual analysis of DCM and present three fundamental propositions (FPs). Underpinned by...
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| Format: | Article |
| Language: | English |
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Faculty of Management & Finance, University of Colombo
2021-12-01
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| Series: | Colombo Business Journal |
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| Online Access: | https://mgmt.cmb.ac.lk/cbj/index.php/conceptualising-digital-content-marketing-for-greater-consumer-brand-engagement/ |