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Influence of Content Marketing on Consumer Brand Behavior in the Era of Big Data

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Application of Intelligent Systems in Multi-modal Information Analytics (ICMMIA 2022)

Part of the book series: Lecture Notes on Data Engineering and Communications Technologies ((LNDECT,volume 136))

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Abstract

Big data has the characteristics of rich, diverse, convenient, high-speed and real data, giving it unique value connotation. Through the relevant analysis of big data, we can better understand the target customer group and carry out targeted content marketing. In this paper, social media marketing content is characterized as functional content and entertainment content. Based on stimulus-body-response model, a theoretical model of the influence of content marketing on consumer brand behavior is constructed to determine the influence of functional content and entertainment content on consumer brand identity and brand behavior. The research shows that there is a positive correlation between content marketing and brand identity, and there is a positive correlation between brand identity and brand behavior. The conclusion is of reference significance for enterprises to make content marketing strategies.

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Author information

Authors and Affiliations

  1. Department of Economics and Management, Lanzhou University of Technology, Lanzhou, Gansu, China

    Tongbiao Li

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  1. Tongbiao Li
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Correspondence to Tongbiao Li .

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Editors and Affiliations

  1. School of Business Administration, Oakland University, Rochester, MI, USA

    Vijayan Sugumaran

  2. Amrita School of Engineering, Chennai, Tamil Nadu, India

    A. G. Sreedevi

  3. Shanghai Polytechnic University, Shanghai, China

    Zheng Xu

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Li, T. (2022). Influence of Content Marketing on Consumer Brand Behavior in the Era of Big Data. In: Sugumaran, V., Sreedevi, A.G., Xu, Z. (eds) Application of Intelligent Systems in Multi-modal Information Analytics. ICMMIA 2022. Lecture Notes on Data Engineering and Communications Technologies, vol 136. Springer, Cham. https://doi.org/10.1007/978-3-031-05237-8_18

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