The impact of content marketing as a sponsorship activation strategy on online customer engagement

Content marketing on social media plays an undeniable role in business communication strategies. In fact, it appears as an emerging trend in many sectors, including event sponsorship. This scoping review explores how content marketing influences online customer engagement when used as a sponsorship activation tool. Utilizing a systematic approach aligned with the Joanna Briggs Institute (JBI) Methodological Guidelines and PRISMA-ScR framework, this study synthesizes findings from 66 peer-reviewed studies spanning multiple industries and geographic regions. This scoping review identifies key mechanisms through which content marketing enhances online customer engagement, including personalized and interactive content, real-time marketing, emotional storytelling, and social media integration. Findings suggest that content marketing fosters higher levels of customer interaction, including likes, comments, shares, electronic word-of-mouth (e-WOM), and increased brand recall. Furthermore, sponsorship activations that leverage content marketing strategies contribute to deeper brand-customer relationships, strengthen brand equity, and enhance customer trust and loyalty. A critical insight of this review presents the growing role of digital platforms and influencer collaborations in amplifying sponsorship effectiveness. Brands that incorporate user-generated content (UGC), gamification, and immersive digital experiences tend to drive greater engagement. Additionally, the study highlights the importance of culturally relevant and ethically transparent content in fostering audience connections across diverse markets.