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The role of content marketing in social media content communities

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dc.contributor.author Du Plessis, Charmaine
dc.date.accessioned 2017-10-10T12:25:04Z
dc.date.available 2017-10-10T12:25:04Z
dc.date.issued 2017-10
dc.identifier.citation Du Plessis, C., 2017, ‘The role of content marketing in social media content communities’, South African Journal of Information Management 19(1), a866. https://doi.org/ 10.4102/sajim.v19i1.866 en
dc.identifier.issn 1560-683X
dc.identifier.uri http://hdl.handle.net/10500/23221
dc.description Clarifying social media content communities en
dc.description.abstract Content marketing has become a leading marketing technique in digital marketing communication and uses the point of view of consumers to build relationships by creating and sharing engaging content in social media that enhance their daily lives. Existing research on social media communities has focused mainly on social media marketing and virtual brand community perspectives while content marketing’s valuable and unobtrusive role in social media content communities has largely been overlooked.The purpose of this article was to investigate content marketing’s role in social media content communities to engage with the target audience in an innate manner.The findings make several contributions to the existing literature. Firstly, it provides a clearer distinction between brand and social media content communities. Secondly, it extends conceptions about social media communities to include content communities and, thirdly, it provides sufficient evidence of how content marketing could benefit a brand by naturally becoming part of social media conversations. en
dc.publisher South African Journal of Information Management en
dc.relation.ispartofseries 19;1
dc.subject content marketing; social media; social media content communities; brand communities; en
dc.title The role of content marketing in social media content communities en
dc.type Article en
dc.description.department Communication Science en


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