DEVELOPING DIGITAL CONTENT MARKETING MEASUREMENT USING VALUE PERCEPTION APPROACH
Keywords:digital content marketing, advertising value, dimensions, measurement
Abstract – Despite the rising trend of digital content marketing (DCM) use by firms to increase customer engagement and loyalty, researches related to DCM is still lacking and lagging. Consequently, existing approaches in measuring DCM performance are considered as incomprehensive and ineffective. Measurement that is able to identify values perceived by consumers are required to effective DCM campaign performance. This research adopted integrative literature review method to synthesize previously related concepts. This research aims to develop a more comprehensive measurement for DCM performance which captures consumer value perception of DCM campaigns. The results produce four dimensions of value-based DCM measurement, which is informative value, emotional value, functional value and social value. Furthermore, this research proposes possible indicators for each dimension and related future research agenda.
Keywords: digital content marketing, advertising value, dimensions, measurement