Open AccessMarketing communication objectives through digital content marketing on social media
Author(s) -
Janice J. Nieves-Casasnovas,
Frank Lozada-Contreras
Publication year - 2020
Publication title -
forum empresarial
Language(s) - English
Resource type - Journals
eISSN - 2475-8752
pISSN - 1541-8561
DOI - 10.33801/fe.v25i1.18514
Subject(s) - social media , digital marketing , advertising , social media marketing , content marketing , business , content analysis , marketing , influencer marketing , digital media , integrated marketing communications , brand awareness , salience (neuroscience) , marketing management , relationship marketing , psychology , sociology , political science , social science , law , cognitive psychology
The purpose of this study was to determine what type of marketing communicationobjectives are present in the digital content marketing developed byluxury auto brands with social media presence in Puerto Rico, particularly Facebook.A longitudinal multiple-case study design was used to analyze five luxuryauto brands using content analysis on Facebook posts. This analysis includedidentification of marketing communication objectives through social mediacontent marketing strategies, type of media content and social media metrics.Our results showed that the most used objectives are brand awareness, brandpersonality, and brand salience. Another significant result is that digital contentmarketing used by brands in social media are focused towards becoming morevisible and recognized; also, reflecting human-like traits and attitudes in theirsocial media.