Digital Content Marketing – A Literature Review on Concepts, International Experiences and Implications for Vietnam

Communication activities are increasingly more diverse, complex and play a more important role in brand building. Perceived consistency of brand messages (across campaigns), a new variable that reflects an important aspect of the integration performance of marketing communications, has been included...

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Autores principales:	Quy Nguyen Hong, Sun Feifei
Formato:	article
Lenguaje:	EN FR
Publicado:	EDP Sciences 2021
Materias:	Social Sciences H
Acceso en línea:	https://doaj.org/article/1412d0726d6c4259b3800ba34d8c7f91
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spelling	oai:doaj.org-article:1412d0726d6c4259b3800ba34d8c7f912021-12-02T17:15:22ZDigital Content Marketing – A Literature Review on Concepts, International Experiences and Implications for Vietnam2261-242410.1051/shsconf/202112409005https://doaj.org/article/1412d0726d6c4259b3800ba34d8c7f912021-01-01T00:00:00Zhttps://www.shs-conferences.org/articles/shsconf/pdf/2021/35/shsconf_icmesh2020_09005.pdfhttps://doaj.org/toc/2261-2424Communication activities are increasingly more diverse, complex and play a more important role in brand building. Perceived consistency of brand messages (across campaigns), a new variable that reflects an important aspect of the integration performance of marketing communications, has been included in the investigation of the impact of marketing communications. It has been shown that perceived consistency strongly correlates with brand's perception, attitude and behavior changes of the target audience. However, the mechanism of influence of this factor in the communication process is still a question for further research.Quy Nguyen HongSun FeifeiEDP SciencesarticleSocial SciencesHENFRSHS Web of Conferences, Vol 124, p 09005 (2021)
institution	DOAJ
collection	DOAJ
language	EN FR
topic	Social Sciences H
spellingShingle	Social Sciences H Quy Nguyen Hong Sun Feifei Digital Content Marketing – A Literature Review on Concepts, International Experiences and Implications for Vietnam
description	Communication activities are increasingly more diverse, complex and play a more important role in brand building. Perceived consistency of brand messages (across campaigns), a new variable that reflects an important aspect of the integration performance of marketing communications, has been included in the investigation of the impact of marketing communications. It has been shown that perceived consistency strongly correlates with brand's perception, attitude and behavior changes of the target audience. However, the mechanism of influence of this factor in the communication process is still a question for further research.
format	article
author	Quy Nguyen Hong Sun Feifei
author_facet	Quy Nguyen Hong Sun Feifei
author_sort	Quy Nguyen Hong
title	Digital Content Marketing – A Literature Review on Concepts, International Experiences and Implications for Vietnam
title_short	Digital Content Marketing – A Literature Review on Concepts, International Experiences and Implications for Vietnam
title_full	Digital Content Marketing – A Literature Review on Concepts, International Experiences and Implications for Vietnam
title_fullStr	Digital Content Marketing – A Literature Review on Concepts, International Experiences and Implications for Vietnam
title_full_unstemmed	Digital Content Marketing – A Literature Review on Concepts, International Experiences and Implications for Vietnam
title_sort	digital content marketing – a literature review on concepts, international experiences and implications for vietnam
publisher	EDP Sciences
publishDate	2021
url	https://doaj.org/article/1412d0726d6c4259b3800ba34d8c7f91
work_keys_str_mv	AT quynguyenhong digitalcontentmarketingaliteraturereviewonconceptsinternationalexperiencesandimplicationsforvietnam AT sunfeifei digitalcontentmarketingaliteraturereviewonconceptsinternationalexperiencesandimplicationsforvietnam
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Digital Content Marketing – A Literature Review on Concepts, International Experiences and Implications for Vietnam

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