BUILDING CONTENT CONSUMERS: A CONCEPTUAL PAPER AND RESEARCH

The growing academic and professional literature on content marketing sets it as the fastest-emerging digital marketing tool. Yet, the reasons why customers follow (or unfollow) brands on social media sites are unknown to marketers. An extensive literature review was conducted to identify factors that improve consumers’ attitudes toward marketer-generated content (MGC). The study uses communication theories, resource-based theories, motivation theories, and psychological concepts as method theories to explore the domain of consumer attitude. Results show that consumers’ attitude toward MGC is positively affected by Trust, E-entertainment, Brand activism, social orientation, and self-esteem factors. A conceptual model and propositions are developed, drawing upon the identified factors. The model will give good insight to those who want to conduct empirical research in the area and will be a stepping-stone for digital marketers, policymakers, and content writers.