Research On The Effect Of Content Marketing On Consumers' Brand Loyalty

In the new media era,consumers no longer passively accept information,but actively choose and produce information,and they have more and more control,choice and discourse power.Traditional product-oriented advertising is becoming less and less popular,and content marketing with original value content binding consumer demand is increasingly sought after and favored by enterprises,becoming an important choice of marketing strategy of enterprises and a hot topic of academic research.However,the research on content marketing is still in the initial stage,and the communication mechanism of content marketing still needs to be further explored.Based on the above reasons,this paper will explore the dimensions of content marketing and its role in brand loyalty from the theoretical and empirical aspects.Firstly,this paper uses the ground theory method to conduct qualitative research on the data of in-depth interviews,and obtains four dimensions of content marketing: knowledge content,amusement content,emotion content and interactive content,and constructs the initial model of the influence mechanism of content marketing on consumers' brand loyalty.Secondly,based on the influence model of brand loyalty,this paper constructs the influence mechanism model of content marketing on consumers' brand loyalty,and proposes relevant research hypotheses.Finally,questionnaires were designed and distributed to conduct descriptive analysis,reliability,validity analysis,correlation analysis and structural equation model test on the recovered data,to verify the research hypothesis and theoretical model.Empirical research found that content marketing content of knowledge content(?=0.192,P<0.05),amusement content(?=0.171,P<0.05),emotional content(?=0.191,P<0.05),interactive content(?=0.207,P<0.05)have significant impact on brand loyalty,and interactive content(?=0.207,P<0.05)has the greatest impact.Meanwhile,emotional content(?=0.197,P<0.05)and interactive content(?=0.176,P<0.05)have significant impact on customer perceived value,and emotional content(?=0.197,P<0.05)has the most significant impact,while knowledge content and amusement content have no significant impact on customer perceived value.Customer perceived value plays a part of intermediary role between emotional content,interactive content and brand loyalty.Combined with the conclusion of this paper and the current situation of enterprise marketing,this paper puts forward relevant Suggestions to the enterprise content marketing strategy in the future,and points out the shortcomings of this paper and the future research direction.