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The literature on sponsored content is relatively comprehensive. There are different understandings and definitions of sponsored content that often correspond to the topic of the respective study. This study follows the definition of Boerman and colleagues (2014, p. 215) describing sponsored content as “(…) the...

The term user-generated content is used broadly and can be applied to very different media types, which can be a problem when trying to compare different user-generated content studies with each other. One form of user-generated content that has been researched are reviews, with studies...

B2B content marketing (B2B CM) can be defined as: "creating, distributing and sharing relevant, compelling and timely content to engage customers at the appropriate point in their buying consideration processes, such that it encourages them to convert to a business building outcome (Holliman & Rowley,...