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Research article

First published 2025

From Clicks to Commitment: Exploring the Role of Digital Content Marketing in Fostering Customer–Brand Engagement and Brand Loyalty

Shelleka Gupta, Ronnie Dutt

Global Business Review

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Research article

First published 2019-8

Assessing the Pedagogical Value of Branded Digital Marketing Certification Programs

Lisa Spiller, Tracy Tuten

Journal of Marketing Education

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Research article

First published 2015-1

Content,context and co-creation

Eduardo Oliveira, Emese Panyik

Journal of Vacation Marketing

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Research article

First published 2019-2

Digital Content Marketing's Role in Fostering Consumer Engagement,Trust,and Value: Framework,Fundamental Propositions,and Implications

Linda D. Hollebeek, Keith Macky

Journal of Interactive Marketing

Open access

Research article

First published 2022-4

A Scoping Review of the Effect of Content Marketing on Online Consumer Behavior

Charmaine du Plessis

Sage Open

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Research article

First published 2019-7

What Drives Virality (Sharing) of Online Digital Content? The Critical Role of Information,Emotion,and Brand Prominence

Gerard J. Tellis, Deborah J. MacInnis, Seshadri Tirunillai [...]

Journal of Marketing

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Research article

First published 2025-12

Brands in Unsafe Places: Effects of Brand Safety Incidents on Brand Outcomes

Lauren S. Grewal, Prasad Vana, Andrew T. Stephen

Journal of Marketing Research

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Research article

First published 2018-11

A Consumer-based Taxonomy of Digital Customer Engagement Practices ☆

Anniek W. Eigenraam, Jiska Eelen, Arjen van Lin [...]

Journal of Interactive Marketing

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Research article

First published 2023-2

Identifying the factors influencing digital marketing and brand-consumer relationship

H. Mickle Aancy, Malay Bandyapadhyay, Shallini Taneja [...]

Risk and Decision Analysis

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Research article

First published 2024-5

Economies of Difference and Identity-based Content on a Digital Platform: The Case Study of “Emily in Korea” on TikTok

Dasol Kim

Television & New Media

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