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Yaya, Temitope Damilola and Covenant University, Theses (2021) EFFECT OF CONTENT MARKETING ON BRAND EQUITY: A STUDY OF SELECTED TELECOMMUNICATION FIRMS IN NIGERIA. Masters thesis, Covenant University Ota..

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In this fast-moving information driven world, certainly the marketing strategy is inclining towards digital marketing from traditional marketing. This new strategy focuses on creating customer relationships by building trust and making them loyal. To identify the way the consumers engages themselves with the content, is beneficial for every enterprise in implementing great content marketing techniques. The general objective of this study is to understand the effect of content marketing on brand equity. The study focuses on the developing field of Content marketing and explains the fundamental aspects of content marketing to ensure that its unfamiliar practical worth can contribute to the marketing field positively. Therefore, this study through the use of content marketing strategies will aid researchers to develop more effective methods in order to deliver better and efficient services to customers. Four (4) sub variables were used to measure the predictive outcome of content marketing on brand equity in the Telecommunication Industry. The methodology adopted was quantitative research which was used to collect primary date through the administration of 245 comprehensive questionnaire, 237 were collated for analysis from customers of selected Tele communication firms amongst post graduate student of Covenant University, Ota, Ogun State. The study used the Regression analysis to test the hypotheses through Statistical Package for Social Sciences (SPSS). The findings suggest that there is a positive significant relationship between information graphics and brand attraction, a positive significant relationship between blog content and brand image, a positive significant relationship between videos and brand advocacy but there is no significant relationship between social media posts and brand commitment. Therefore, the findings showed that three hypothesis are significant and supported, while one hypothesis is not significant. The management of the Tele communication firms need to understand the strategies for delivering excellent and consistent services to customers that will lead to brand advocacy.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Content marketing; Brand Equity; Videos; Information graphics; Blog content.
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HG Finance
Divisions: Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User: Mrs Patricia Nwokealisi
Date Deposited: 11 Nov 2021 11:23
Last Modified: 11 Nov 2021 11:23

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