Author(s)

Bin Liu ¹, Janaka Low Chee Kong ¹

Affiliation(s)

¹ Malaysia University of Science and Technology, Kuala Lumpur, Selangor Darul Ehsan, 47810, Malaysia

Corresponding Author

Bin Liu

ABSTRACT

With the mature development of internet technology, corporate brand development strategies have shifted from traditional offline forms to convenient and efficient online brand community models. In the construction and operation of brand communities, enterprises have ushered in new development opportunities, while their competitive pressure has gradually increased. Content marketing, interactive behavior, and brand loyalty are important driving forces for the development of brand communities. In order to enhance the competitiveness of enterprises and promote the effective development of brand communities, this article conducted in-depth research and exploration on content marketing, interactive behavior, and brand loyalty in brand communities, and conducted empirical analysis using online surveys. The results showed that in the two questions of "content marketing makes people more inclined to communicate with other consumers" and "content marketing stimulates people's purchasing desire", the proportion of users who chose to agree and strongly agree reached 66.67% and 58.71%, respectively. From the specific results, it could be seen that correct content marketing could effectively promote user communication and interactive behavior, and was conducive to the formation of brand loyalty, which had a positive effect on the development of brand communities.

KEYWORDS

Content Marketing, Interactive Behavior, Brand Loyalty, Brand Community

CITE THIS PAPER

Bin Liu, Janaka Low Chee Kong, Content Marketing, Interactive Behavior, and Brand Loyalty in Brand Communities. Financial Engineering and Risk Management (2023) Vol. 6: 43-50. DOI: http://dx.doi.org/10.23977/ferm.2023.060707.

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