Consumers’ Preferences for Digital Corporate Content on Company Websites: A Best–Worst Scaling Analysis
Digital content marketing (DCM) complements traditional marketing communication approaches and is a major focus of research. Uses and gratifications research posits that DCM only unfolds positive effects if it provides valuable content to consumers. However, there is limited evidence on what constit...
Main Author: | |
---|---|
Format: | Article |
Language: | English |
Published: |
MDPI AG
2023-07-01
|
Series: | Journal of Theoretical and Applied Electronic Commerce Research |
Subjects: | |
Online Access: | https://www.mdpi.com/0718-1876/18/3/66 |
_version_ | 1797579258008174592 |
---|---|
author | Clemens Koob |
author_facet | Clemens Koob |
author_sort | Clemens Koob |
collection | DOAJ |
description | Digital content marketing (DCM) complements traditional marketing communication approaches and is a major focus of research. Uses and gratifications research posits that DCM only unfolds positive effects if it provides valuable content to consumers. However, there is limited evidence on what constitutes gratifying digital corporate content on company websites. This study aimed to elicit consumers’ preferences for key characteristics of digital corporate content on company websites and whether preferences differ among consumer subgroups. Best–worst scaling (BWS) was used to reveal preferences. To obtain BWS data, a cross-sectional survey was employed. The study sample comprised 1527 consumers from Germany, Switzerland, and Austria. Data were analyzed using counting analysis and conditional logit modeling. Subgroup comparisons were performed with <i>t</i>-tests and one-way ANOVA. The results consistently show that consumers prioritize information value as the most important content characteristic, followed by value in use, entertainment value, process value, and social value. Subgroup comparisons revealed generally similar priorities among consumers, with the greatest heterogeneity being found in assessments of the importance of social value. The study also suggests that consumers prioritize digital corporate content characteristics on company websites differently than they do on social media. These findings contribute to the evolving literature on DCM and provide insights that could help set evidence-based priorities in DCM practice. |
first_indexed | 2024-03-10T22:34:34Z |
format | Article |
id | doaj.art-c4c4444824f246e6aa97c71bfd3cf918 |
institution | Directory Open Access Journal |
issn | 0718-1876 |
language | English |
last_indexed | 2024-03-10T22:34:34Z |
publishDate | 2023-07-01 |
publisher | MDPI AG |
record_format | Article |
series | Journal of Theoretical and Applied Electronic Commerce Research |
spelling | doaj.art-c4c4444824f246e6aa97c71bfd3cf9182023-11-19T11:32:10ZengMDPI AGJournal of Theoretical and Applied Electronic Commerce Research0718-18762023-07-011831301131910.3390/jtaer18030066Consumers’ Preferences for Digital Corporate Content on Company Websites: A Best–Worst Scaling AnalysisClemens Koob0Catholic University of Applied Sciences Munich, Preysingstraße 95, 81667 Munich, GermanyDigital content marketing (DCM) complements traditional marketing communication approaches and is a major focus of research. Uses and gratifications research posits that DCM only unfolds positive effects if it provides valuable content to consumers. However, there is limited evidence on what constitutes gratifying digital corporate content on company websites. This study aimed to elicit consumers’ preferences for key characteristics of digital corporate content on company websites and whether preferences differ among consumer subgroups. Best–worst scaling (BWS) was used to reveal preferences. To obtain BWS data, a cross-sectional survey was employed. The study sample comprised 1527 consumers from Germany, Switzerland, and Austria. Data were analyzed using counting analysis and conditional logit modeling. Subgroup comparisons were performed with <i>t</i>-tests and one-way ANOVA. The results consistently show that consumers prioritize information value as the most important content characteristic, followed by value in use, entertainment value, process value, and social value. Subgroup comparisons revealed generally similar priorities among consumers, with the greatest heterogeneity being found in assessments of the importance of social value. The study also suggests that consumers prioritize digital corporate content characteristics on company websites differently than they do on social media. These findings contribute to the evolving literature on DCM and provide insights that could help set evidence-based priorities in DCM practice.https://www.mdpi.com/0718-1876/18/3/66content marketingdigital content marketingdigital corporate contentcompany websitesmarketing communicationsbest–worst scaling |
spellingShingle | Clemens Koob Consumers’ Preferences for Digital Corporate Content on Company Websites: A Best–Worst Scaling Analysis Journal of Theoretical and Applied Electronic Commerce Research content marketing digital content marketing digital corporate content company websites marketing communications best–worst scaling |
title | Consumers’ Preferences for Digital Corporate Content on Company Websites: A Best–Worst Scaling Analysis |
title_full | Consumers’ Preferences for Digital Corporate Content on Company Websites: A Best–Worst Scaling Analysis |
title_fullStr | Consumers’ Preferences for Digital Corporate Content on Company Websites: A Best–Worst Scaling Analysis |
title_full_unstemmed | Consumers’ Preferences for Digital Corporate Content on Company Websites: A Best–Worst Scaling Analysis |
title_short | Consumers’ Preferences for Digital Corporate Content on Company Websites: A Best–Worst Scaling Analysis |
title_sort | consumers preferences for digital corporate content on company websites a best worst scaling analysis |
topic | content marketing digital content marketing digital corporate content company websites marketing communications best–worst scaling |
url | https://www.mdpi.com/0718-1876/18/3/66 |
work_keys_str_mv | AT clemenskoob consumerspreferencesfordigitalcorporatecontentoncompanywebsitesabestworstscalinganalysis |