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ABSTRACT
As content marketing becomes a viable approach to build brands and connect with consumers, this study assessed top brands’ content marketing strategy on branded YouTube channels via content analysis. Using a consumer engagement conceptual framework, the study examined brands’ strategies addressing the interactivity, attention, emotion, and cognition aspects of engagement and explored the role of YouTube capabilities, financial resources, and product category in strategy differentiation. Results indicated that engagement through social media content marketing is highly contextual and platform dependent. YouTube capabilities, financial resources, and product category play an important role in strategy differentiation.
Disclosure statement
No potential conflict of interest was reported by the authors.
Additional information
Notes on contributors
Rang Wang
Rang Wang is a doctoral student at the University of Florida. She received her bachelor’s degree from Xiamen University in China, and master’s degree from University of Florida. Her research interests include branded content, consumer engagement, and social media influencer marketing.
Sylvia Chan-Olmsted
Sylvia Chan-Olmsted is a professor at the University of Florida. She received her doctorate from Michigan State University in 1991. Her research expertise includes digital/mobile media consumption, branding, and strategic competition in emerging media/communications industries. She has conducted consumer research and consulted for Google, Nielsen, National Association of Broadcasters, the Cable Center, and the Center for International Business Education and Research.