IMPACT OF DIGITAL CONTENT MARKETING ON BRAND PERFORMANCE

Abstract

The objective of this research was to determine the impact digital content marketing has on creating brand awareness and hence sales and customer loyalty. To achieve these objectives, a focus group interview was conducted that helped to formulate the theoretical framework. The variables in the framework were then tested through a questionnaire for which 62 responses were generated. The responses show that there is a positive relationship between the two digital content marketing tools, namely social content and video/pictorial content, and brand awareness, product sales and customer loyalty. Specifically, video and pictorial content plays an important role in creating brand awareness while sales and customer loyalty are effected more by social content.