THE EFFECTIVENESS OF CONTENT MARKETING IN BUILDING CONSUMER TRUST: A META-ANALYSIS
Keywords:
Effectiveness, Content Marketing, Building Consumer TrustAbstract
Content marketing has become an increasingly popular marketing strategy in today's digital age. However, the effectiveness of content marketing in building consumer trust is still a topic that needs to be explored further. The study in this research uses the literature method. The results show that the effectiveness of content marketing in building consumer trust and highlighting the importance of considering contextual factors in designing and implementing content marketing strategies is considered important enough that it can help marketers and brand managers in designing and implementing effective content marketing strategies to build and maintain consumer trust.
Downloads
References
Afiyanti, Y. (2008). Focus Group Discussion as a Qualitative Research Data Collection Method. Indonesian Nursing Journal, 12(1), 58-62.
https://doi.org/10.7454/jki.v12i1.201
Agra, B., & Prakoso, S. T. (2022). Building Consumer Buying Interest through Content Marketing and Consumer Engagement. Management Analysis Journal, 11(1), 65-
70. https://doi.org/10.15294/maj.v11i1.54277
Aktavika, H. F., & Prapanca, D. (2023). Impact of Social Media Marketing and Short Video Marketing on Consumer Purchase Intention: The Mediating role of Customer Trust. Query date: 2024-11-15 16:45:36. https://doi.org/10.21070/ups.741
Beck, B. B., Wuyts, S., & Jap, S. (2023). Guardians of Trust: How Review Platforms Can Fight Fakery and Build Consumer Trust. Journal of Marketing Research, 61(4), 682- 699. https://doi.org/10.1177/00222437231195576
Bubphapant, J., & Brandão, A. (2023). Content marketing research: A review and research agenda. International Journal of Consumer Studies, 48(1). https://doi.org/10.1111/ijcs.12984
Dhote, T., Pillai, S., & Pathak, P. (2024). From Consumer to Contributor. Advances in Marketing, Customer Relationship Management, and E-Services, Query date: 2024- 11-15 16:45:36, 184-203. https://doi.org/10.4018/979-8-3693-2754-8.ch009
Durmaz, Y., Cavus, O., & Wilk-Jakubowski, G. (2023). The Effect of Influencer Marketing on Trust, Trust Tendency and Consumer Purchase Intention: Instagram Example. Research in Economics and Management, 8(1). https://doi.org/10.22158/rem.v8n1p1
Furukawa, H. (2021). How Does the CEO's Influence Affect Consumer Brand Trust? The Mediating Effects of Symbolic and Environmental Product Perceptions. Journal of International Consumer Marketing, 34(1), 11-23.
https://doi.org/10.1080/08961530.2021.1890299
Gabay, J. J. (2024). Practical Digital Marketing and AI Psychology. Query date: 2024-11-15 16:45:36. https://doi.org/10.4324/9781003409793
Hidayat, D. N. (2009). QUALITATIVE - QUANTITATIVE DICHOTOMY AND PARADIGMATIC VARIANTS IN QUALITATIVE RESEARCH. Scriptura, 2(2).
https://doi.org/10.9744/scriptura.2.2.81-94
Holloway, S. (2024). Exploring Consumer Trust in Supply Chain Certifications and Its Impact on Marketing Eflectiveness. Query date: 2024-11-15 16:45:36. https://doi.org/10.20944/preprints202406. 1393.v1
Jiang, L., & Yukio, K. (2024). How VLOG Promotion Content Influences Consumer Attitudes. Marketing and Management of Innovations, 15(1), 241-251.
https://doi.org/10.21272/mmi.2024.1-18
Liu, Y. (2024). Consumer Purchase Intention: A Study based on Content Marketing, Consumer Value. International Journal of Social Sciences and Public Administration, 4(1), 189-198. https://doi.org/10.62051/ijsspa.v4n1.20
Manda, V. K., Sagi, S., & Yadav, A. (2024). Blockchain in Advertising and Marketing. Advances in Marketing, Customer Relationship Management, and E-Services, Query date: 2024-11-15 16:45:36, 89-112. https://doi.org/10.4018/979-8-3693-2754-8.ch005
Mathew, V., & Soliman, M. (2021). Digital Content Marketing and Tourism Consumer Behaviour-Model. PsycTESTS Dataset, Query date: 2024-11-15 16:45:36. https://doi.org/10.1037/t81717-000
Mohammad, V. M. (2020). Consumer Trust Towards Content Marketing of Food & Beverage Businesses on Instagram: Empirical Analysis of Taiwanese and Singaporean Consumers. International Journal of Business and Administrative Studies, 6(2). https://doi.org/10.20469/ijbas.6.10002-2
Odoom, R. (2023). Digital content marketing and consumer brand engagement on social media- do influencers' brand content moderate the relationship? Journal of Marketing Communications, Query date: 2024-11-15 16:45:36, 1-24. https://doi.org/10.1080/13527266.2023.2249013
Reedy, S. (2024). Building brand trust and consumer willingness to convert with reception marketing. Journal of Brand Strategy, 13(1), 57-57. https://doi.org/10.69554/nhoo8131
Renteria-García, J. C., Fajardo-Toro, C. H., & Sabogal-Salamanca, M. (2021). Consumer- Generated Content as Clues for Brand Trust in the Digital Era. Advances in Marketing, Customer Relationship Management, and E-Services, Query date: 2024- 11-15 16:45:36, 1-21. https://doi.org/10.4018/978-1-7998-4420-4.ch001
Sohaib, M., & Han, H. (2023). Building value co-creation with social media marketing, brand trust, and brand loyalty. Journal of Retailing and Consumer Services, 74(Query date: 2024-11-15 16:45:36), 103442-103442.
https://doi.org/10.1016/j.jretconser.2023.103442
Su, N. (2024). Examining the Impact of Social Media Marketing on Consumer Purchase Intentions: Insights from Content, Influencer, and User-Generated Content Strategies. Finance & Economics, 1(9). https://doi.org/10.61173/j8xkez23
Sukma, D. S., & Sumarwan, U. (2023). CONTENT ANALYSIS OF SOCIAL MARKETING CONTENT ON #DAURULANG HASHTAG USERS ON INSTAGRAM. Journal of Child,
Family, and Consumer Studies, 2(1), 57-68. https://doi.org/10.29244/jcfcs.2.1.57-68 Syahrizal, H., & Jailani, M. S. (2023). Types of Research in Quantitative and Qualitative Research. QOSIM Journal: Journal of Education, Social & Humanities, 1(1), 13-23.
https://doi.org/10.61104/jq.v1i1.49
Tubalawony, J. (2024). Effectiveness of Digital Marketing with Influencers, Video Content, and Referral Programmes on Consumer Trust in E-Commerce Platforms in West Java. West Science Social and Humanities Studies, 2(10), 1704-1711. https://doi.org/10.58812/wsshs.v2i10.1372
Walsh, D., Kliamenakis, A., Laroche, M., & Jabado, S. (2024). Authenticity in TikTok: How content creator popularity and brand size influence consumer engagement with sponsored user-generated content. Psychology & Marketing, 41(11), 2645-2656. https://doi.org/10.1002/mar.22075
Wang, F., Xu, H., Hou, R., & Zhu, Z. (2023). Designing marketing content for social commerce to drive consumer purchase behaviours: A perspective from speech act theory. Journal of Retailing and Consumer Services, 70(Query date: 2024-11-15 16:45:36), 103156-103156. https://doi.org/10.1016/j.jretconser.2022.103156
