Digital Content Marketing

Purpose: The aim of the research was to identify the antecedents and consequences of digital content marketing in online insurance companies.Method: The present study has been conducted by adopting a mixed approach (qualitative and quantitative) and in an exploratory manner. In the qualitative part, thematic analysis technique has been used in the MAXQDA2020 software. The community of the qualitative department was the managers and experts of the sales and marketing department of the insurance industry (electronic and digitalized department). Based on targeted sampling, 10 people were considered as samples. Qualitative data was collected using semi-structured interviews. For the validity of the findings, Cohen's kappa index was 0.837, which is confirmed. Structural equation method is used in a small part. In the quantitative part of the research, the statistical population consisted of experts and managers of marketing units and assistants in the country's insurance industry in Tehran. Using Cochran's formula (for unlimited population), a sample of 384 people was extracted. Based on the codes of the qualitative part, a researcher-made questionnaire was formed. The data collected from the questionnaire were analyzed in AMOS 24 software.Findings: The results show that the antecedents of digital content marketing include the fundamental requirements of digital content marketing, requirements before the production of digital content, managerial/organizational requirements, and perceptual-cognitive antecedents of the audience and identified consequences including marketing consequences, financial consequences, and brand-related consequences, the favorable consequences for the customer and the engagement of the audience with the content in the digital content marketing model.Conclusion: This study has designed and explained the digital content marketing model. In recent years, electronic businesses have been growing rapidly and have gradually taken a relatively favorable share of the industrial enterprises of the country and play an undeniable role in the growth of the country's economy. One of the important parts of digital marketing is the production and creation of valuable content. Another expression, the combination of content and technology refers to the production of digital content. Content marketing is actually a method in which the organization continuously creates and publishes valuable content in order to attract and reach the audience, and its purpose is to transform the customer's behavior into a profitable behavior for the organization.

Purpose : This study aims to develop a conceptual model for digital content marketing (DCM) by identifying its core components and dimensions. Method : A mixed-methods approach was employed. First, in-depth interviews were conducted with 15 experts selected via snowball sampling. The interview transcripts were analyzed using MAXQDA software, yielding 137 initial codes which were synthesized into 26 subcategories. Subsequently, a quantitative survey was designed based on these findings. Using Cochran's formula, a sample of 384 users of Digikala's Instagram page was selected through simple random sampling. Data collected from this questionnaire were analyzed using structural equation modeling (SEM) with SmartPLS 3 software to test the study's hypotheses and validate the measurement model's structural validity. Findings : The analysis of qualitative data resulted in the identification of 26 key subcategories, which were further grouped into several primary dimensions of digital content marketing. These dimensions include: External Environment (Popularity of virtual spaces, competitive landscape, technical limitations, lack of access, and the impact of COVID-19), User Characteristics (Ease of use, individual traits, and social characteristics of customers),  Marketing Strategy & Content (Attractiveness of content, methods for increasing audience engagement, providing diverse services, exchanging information, using a customer-friendly style, and enhancing brand building), Organizational Capabilities (Improving technical infrastructure, fostering customer orientation, market expansion, and increasing profitability), Consumer Response (Changing customer behavior, making interactions enjoyable, and increasing participation). The quantitative results from the SEM analysis confirmed that all measured variables (loadings) were statistically significant, providing strong empirical support for the proposed conceptual model. Conclusion : The results demonstrates that all observable variables were significant and they were confirmed. This concequences indicates that the obtained model can be used in digital content marketing.