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All Journal EKONOMIKA45 Gemilang: Jurnal Manajemen dan Akuntansi Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen Dan Bisnis Master Manajemen Societal Serve: Journal of Community Engagement and Services
Siti Julaeha, Lia
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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Journal : Master Manajemen

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The Role of Content Marketing in Brand Loyalty: An Empirical Analysis Siti Julaeha, Lia
Master Manajemen Vol. 2 No. 2 (2024): Master Manajemen
Publisher : Fakultas Ekonomi & Bisnis, Universitas Nusa Nipa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59603/masman.v2i2.509

Abstract

This research investigates the role of content marketing in building brand loyalty through an empirical analysis. It evaluates the effectiveness of various content marketing strategies, including informative articles, engaging videos, and interactive social media posts, in enhancing consumer loyalty. The study emphasizes the importance of consumer engagement, perceived value, and two-way communication in fostering brand loyalty. Informative articles are valued for their ability to provide useful information and build trust. Engaging videos create emotional connections and memorable experiences, while interactive social media posts encourage active participation and community building. The perceived value of content, defined by its usefulness, relevance, and quality, is critical in determining consumer engagement and loyalty. Two-way communication, involving reciprocal interactions between brands and consumers, plays a pivotal role in building loyalty. It enhances engagement by facilitating direct dialogue, personalizing interactions, and effectively addressing consumer feedback and concerns. The research concludes that brands should focus on robust communication channels, personalized content, and active feedback mechanisms to strengthen consumer relationships.
Co-Authors Ahmad Maulidizen Airlangga Asis, Alfian Aprina Pradistya, Dhelia Eka Salsabila, Indriyana Nur Fauziyah, Widya Nur Ihsan Purwanto, Ahmad Nurbintang, Fitra Nurullita, Henny Salsabila, Jihan Yustriana Ziradine Syahrani, Hilda