The Study On The Effect Of Content Marketing On Customer Citizenship Behavior,Based On The Produce Category

With the rise of social media,the degree of information asymmetry withpeople and companies is more and more small,for the wiser,suspicious,widely social relations’ consumers,the traditional marketing way is losing effectiveness.And some in the form of sharing consumers’ love,there are both relevance and value of the content is more easily accepted by consumers,so the content marketing is increasingly popular.Although the existing research on the concept of content marketing has explorated the content and impact,but the research of the field overall is still in its infancy,it needs to be deeper reasons,especially the content marketing and customer behavior between the empirical research.Compared with the traditional marketing way,content marketing is more likely to affect consumer’s attitudes towards brand,and affects the customer’s behavior,especially for the purchase of word-of-mouth spread,affective commitment,recommend to others,the effect of positive feedback and other customer citizenship behavior.But because of the different types of products have the pleasure of different properties and functions,and then the content of marketing to consumers’ brand attitude and citizenship behavior might have significant differences.Find out the differences and its influence,plays a crucial role for the correct use of content marketing.The purpose of this paper is to discuss the content marketing on customer citizenship behavior mechanism under different product categories.Based on carding domestic and foreign literature,draw lessons from existing research results,constructs the content marketing as independent variables,brand attitude as the intervening variable,the customer citizenship behavior as the dependent variable,the product category as regulating variable.Through the experimental method and questionnaire,and using SPSS22.0 software to collect the data of 237 samples empirically.The results showed that:content marketing to brand attitude has significant positive influence;the brand attitude has significant positive influence on recommended,positive feedback and help other customers;at the same time,the brand attitude plays an intermediary effect on the relationship between content marketing and the customer citizenship behavior;Finally,the product category will adjust content marketing to brand attitude:When the product type for pleasure,the influence of customer participation on brand attitude significantly more than conversation and storytelling,dialogue and storytelling difference was not significant effect on brand attitude;When the product is a functional product,dialogue on brand attitude significantly greater than the influence of storytelling,and dialogue and customer participation,customer participation and storytelling have not significant effect influence on brand attitude.These conclusions,on the one hand,enrich the content of the theoretical basis of marketing research.systematically summarized the content of the brand marketing,explores the contents and forms of the each influence on brand attitude and customer citizenship behavior,and compared the influence of the differences between the different forms,this research more targeted and more than ever,to a certain extent,not only make up the blank in the research of the theory,and also joined the new direction for the research of content marketing.on the other hand,the results of this article also provides a valuable brand content marketing management advice,which should be taken to help clear the different types of brand products in the form of content marketing influence on consumers’ brand attitude and behavior is more significant,and content marketing,on the basis of more accurate stand out from the vast amounts of information.However,there are still some shortcomings in the article research.First of all,content marketing material design can be optimized;Second,this study thinks content marketing tocustomer citizenship behavior,only brand attitude as the intermediary,there is not integrity,further research can dig;Finally,content marketing impact on brand attitude and customer citizenship behavior is a gradual process,this study may be difficult to reflect the continued effects of the content,after looking forward to continue to optimize.