The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
The Effects of Real-Time Content Marketing on Consumer Emotions and Behaviors: An Analysis on COVID-19 Pandemic Period
Author(s): Hayat Ayar Senturk (Yildiz Technical University, Turkey), Ece Ozer Cizer (Yildiz Technical University, Turkey)and Tugce Sezer (Yildiz Technical University, Turkey)
Copyright: 2022
Pages: 30
EISBN13: 9781668447284
Purchase
View Sample PDF
Abstract
This study, carried out during the COVID-19 pandemic in Turkey, aimed to provide suggestions for creating a successful real-time content marketing strategy. For this purpose, data were collected from 319 participants using the online questionnaire technique. Outcomes of the analysis indicate that while positive perception toward real-time content marketing campaigns can lead to positive emotions, negative perception toward real-time content marketing campaigns can lead to negative emotions. It was also found as an important result that both positive and negative emotions affect negative consumer behavior during the pandemic period. In addition, negative emotions as a mediator variable strengthen negative consumer behavior. As a result, it can be said that real content marketing campaigns also have negative consequences on consumer behavior during pandemics. Consequently, marketing authorities should continue their real-time content marketing activities with this result in mind.
Related Content
George O. Hanshaw, Victoria Lynn Lowell.
© 2020.
17 pages.
|
Giammarco Pastore, Alessandro Frangiosa, Vincenzo Loria, Matteo Bellomo, Paolo Bernardo Di Mezza, Maria Francesca Falcone, Maria Romeo, Lucie Marie De Cazotte.
© 2022.
23 pages.
|
Sarah Yousry El-Gamal, Hany Ayaad, Rowan Hamdy Abd El-bary.
© 2023.
17 pages.
|
David Rehak, Monika Grasseova.
© 2012.
23 pages.
|
Divya Juneja, Sukhjeet Kaur Matharu.
© 2023.
10 pages.
|
|
|