Identifying Effective Factors in Customer Knowledge Acquisition in Digital Content Marketing: A Meta- Synthesis

Vahabi, Seyed Mehdi; Rahiminik, Azam; Heydari, Seyed Abbas

doi:10.22034/kps.2022.360690.1048

Identifying Effective Factors in Customer Knowledge Acquisition in Digital Content Marketing: A Meta- Synthesis

Document Type : Original Research Manuscripts

Authors

Seyed Mehdi Vahabi ¹

Azam Rahiminik ²

Seyed Abbas Heydari ³

¹ Ph.D. Candidate, Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.

² Assistant Professor, Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran

³ Assistant Professor, Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.

https://doi.org/10.22034/kps.2022.360690.1048

Abstract

Digital content marketing is an example of new communication and online approaches that is expanding and penetrating among its users. This type of marketing is a process to create high-quality and valuable content to guide customers and introduce your brand and attract customers. The current research seeks to identify the knowledge components effective on the antecedents and consequences of effective digital content marketing to facilitate knowledge acquisition. In the present study, by using the systematic review and meta-synthesis approach, the results and findings of previous researchers by performing the 7 steps of the Sandelowski and Barroso method have been analyzed, and the knowledge components that are effective on the antecedents and consequences of effective digital content marketing have been. To measure reliability and quality control, the Kappa method was used, and its value was identified for the indicators at the level of excellent agreement. The results in the Max Qda software led to the identification of 38 knowledge areas containing consequences in the form of seven components and two general dimensions and 21 knowledge areas containing the antecedents of effective digital content marketing in the form of four components and two general dimensions. Finally, the customer's behavioral engagement with the brand was identified as the indicator with the highest frequency among the consequences and attention to the characteristics of the audience as the indicator with the highest frequency among the antecedents of effective content marketing, and the knowledge obtained from them helps the field of digital content marketing.

Keywords

Digital content marketing

customer knowledge

knowledge acquisition

digital content marketing effectiveness

meta-synthesis

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