Content marketing in digital platform: bibliometric and textual analysis

Authors

DOI:

https://doi.org/10.33448/rsd-v9i10.8783

Keywords:

Content marketing; Digital age; Differentiation; Engagement; Confidence.

Abstract

This study aimed to map and characterize possible international scientific publications in the Web of Science database that punctually address content marketing on digital platforms. A bibliometric analysis of 92 publications found in the aforementioned database was carried out, together with a textual analysis of the three articles with the highest number of citations. After analyzing the results, it was found that 2018 was the year with the highest number of publications, the United States is the country that published the most on the subject and the three most cited articles are found in Qualis Periodicals A1, A1 and B2.

References

Ahmad, N. S., Musa, R., Harun, M. H. M. (2016). The impact of social media content marketing (SMCM) towards brand health. Procedia Economics and Finance, 37, 331-336.

Ama, American Marketing Association. (2020). Acesso em 10 de julho de 2020 de https://www.ama.org/the-definition-of-marketing-what-is-marketing/.

Breidbach, C., Brodie, R. & Hollebeek, L. (2014). Beyond virtuality: from engagement platforms to engagement ecosystems. Journal of Service Theory and Practice, 24(6), 592–611.

Costa, T. et al. (2012). A Bibliometria e a Avaliação da Produção Científica: indicadores e ferramentas. In: Actas do congresso Nacional de bibliotecários, arquivistas e documentalistas.

Demand Metric. (2020). Acesso em 10 de julho de 2020 de https://www.demandmetric.com/content/content-marketing-infographic.

Dias, J. M. S. (2017). A influência do marketing de conteúdo no comportamento do consumidor: análise do engagement nas redes sociais. Dissertação de Mestrado não publicada. Programa de Pós-Graduação em publicidade e marketing, Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social. Lisboa, Portugal.

Du Plessis, C. (2017). Towards a more universal understanding of content marketing: The contribution of academic research. In: 6th Business & Management Conference, 41-54, Geneva.

Faria, P. C. N., & et al. (2006). Mapeamento, análise e classificação dos trabalhos acadêmicos de Marketing nos ENANPADs de 2000 a 2005. In: II EMA Encontro de Marketing da ANPAD. Rio de Janeiro. Anais Eletrônicos do II Encontro de Marketing da ANPAD.

Geng, R., & et al. (2019). Content marketing in e-commerce platforms in the internet celebrity economy. Industrial Management & Data Systems, 120(3), p. 464-485.

Gil, A. C. (2002). Como elaborar projetos de pesquisa. 4. São Paulo: Atlas.

Gundlach, G. T. (2007). The american marketing association’s 2004 definition of marketing: perspectives on its implications for scholarship and the role and responsibility of marketing in society. Journal of Public Policy & Marketing, 26(2), 243-250.

Hollebeek, L. D., & Macky, K. (2019). Digital content marketing's role in fostering consumer engagement, trust, and value: Framework, fundamental propositions, and implications. Journal of Interactive Marketing, 45, 27-41.

Holliman, G., & Rowley, J. (2014). Business to business digital content marketing: marketers' perceptions of best practice. Journal of Research in Interactive Marketing, 8, 269–293.

Homburg, C., Jozić D., & Kuehnl C. (2015) Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45, 377-401.

Houston, F. S. (1986) The marketing concept - what it is and what it is not. Journal of Marketing, 50(2), 81-87.

Ivanshchev, D. P. (2017). O Impacto do Marketing Digital no Crescimento e Desenvolvimento das PME´s Case Study: RKESA Lda. Dissertação de Mestrado não publicada. Programa de Pós-Graduação em Marketing, Instituto Superior de Gestão. Lisboa, Portugal.

Järvinen, J., & Taiminen, H. (2015). Harnessing marketing automation for B2B content marketing. Industrial Marketing Management, 54, 164-175.

Kim, C. S., & Aggarwal, P. (2016). The customer is king: culture-based unintended consequences of modern marketing. Journal of Consumer Marketing, 33(3), 193-201.

Las Casas, A. L. (2010) Administração de marketing: conceitos, planejamento e aplicações à realidade brasileira. São Paulo: Atlas.

laurindo, D. M., & Vendrame, M. C. R. A origem e a evolução do marketing. In: 29º ENANGRAD: Gestão da aprendizagem, 2018.

Minuzzi, G., & Larentis, F. (2014) Marketing: definições, aplicações, tendências e desafios do profissional. Revista de Administração IMED, 4(1), 80-97.

Mugnaini, R. (2006). Caminhos para adequação da avaliação da produção científica brasileira: impacto nacional versus internacional. Tese de Doutorado não publicada. Programa de Pós-Graduação em Ciência da Informação, Universidade de São Paulo. São Paulo, Brasil.

Müller, J., & Christandl, F. (2019). Content is king–But who is the king of kings? The effect of content marketing, sponsored content & user-generated content on brand responses. Computers in Human Behavior, 96, 46-55.

Oliveira, S. L. (1999). Tratado de metodologia científica. 2. São Paulo: Pioneira.

Pompermayer, R. S., Santos, E. A., Franco, M. L., Souza, M. C., Silva, L. M. M., Novais, A. F. O., & Souza, A. O. et al. (2020). Estudo bibliométrico sobre gamification e os serious games na educação. International Journal of Development Research, 10(08), 38892-38901.

Popescu, D. L., Ceptureanu, E. G., & Ceptureanu, S. I. (2018). Trends in the evolution of marketing management and its implication on the business environment. In: 12th International Management Conference on Management Perspectives in the Digital Era (IMC), p. 416-422, Romania.

Repovienė, R., & Pažėraitė, A. (2019). Content marketing decisions for customers’ desired value in the tourism sector. In: Research for rural development 2019: annual 25th international scientific conference proceedings/Latvia University of Life Sciences and Technologies. Jelgava: Latvia University of Agriculture, 2, p. 284-291.

Severino, A. J. (2002). Metodologia do trabalho científico. São Paulo: Cortez.

Sheth, J. N., & Uslay, C. (2007). Implications of the revised definition of marketing: from exchange to value creation. Journal of Public Policy & Marketing, 26(2), 302-307.

Tripura, K. (2017). Four ways to increase your company's interaction and engagement levels. Forbes Agency Council. Acesso em 10 de julho de 2020 de https://www.forbes.com/sites/forbesagencycouncil/2017/08/01/four-ways-to-increase-your-companys-interaction-and-engagement-levels/#449709d54a30.

Vieira, W. R. G., & et al. (2018). O Marketing 3.0 como estratégia das empresas para consolidação e criação de novos mercados: Um ensaio teórico. Rio de Janeiro: CASI.

Wang, W., & et al. (2017). B2B content marketing for professional services: In-person versus digital contacts. Industrial Marketing Management, 81, 160-168.

Web of Science. (2020). Acesso em 23 de julho de 2020 de http://appswebofknowledge.ez36.periodicos.capes.gov.br/summary.do?product=WOS&parentProduct=WOS&search_mode=CitationReport&parentQid=1&qid=2&SID=5CPH5Et3VidGHSS6zFV&&page=2.

Wilkie, W. L., & Moore, E. S. 2006. Macromarketing as a pillar of marketing thought. Journal of Macromarketing, 26(2), 224-232.

Wilkie, W. L., & Moore, E. S. What does the definition of marketing tell us about ourselves? Journal of Public Policy & Marketing, 26(2), 269-276, 2007.

Downloads

Published

02/10/2020

How to Cite

ARCANJO, T. S. .; SOUZA, M. C. de; FRANCO, M. L.; POMPERMAYER, R. de S. .; COSTA, A. S. V. da .; SOUZA, A. O.; NOVAIS, A. F. O. . Content marketing in digital platform: bibliometric and textual analysis. Research, Society and Development, [S. l.], v. 9, n. 10, p. e4159108783, 2020. DOI: 10.33448/rsd-v9i10.8783. Disponível em: https://www.rsdjournal.org/index.php/rsd/article/view/8783. Acesso em: 19 apr. 2024.

Issue

Vol. 9 No. 10

Section

Human and Social Sciences

License

Copyright (c) 2020 Thamara Serafim Arcanjo; Marcio Coutinho de Souza; Mauro Lúcio Franco; Raquel de Souza Pompermayer; Alexandre Sylvio Vieira da Costa; Artemiza Oliveira Souza; Anna Flávia Oliveira Novais

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Authors who publish with this journal agree to the following terms:

1) Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

2) Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.

3) Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.