SOUZA, V. M. B.; http://lattes.cnpq.br/1131661295484485; SOUZA, Victoria Maria Braga de.
Resumo:
This article aimed to verify the effect of different content marketing strategies on consumer
engagement. Based on the literature on digital marketing, notably content marketing and
consumer engagement, a quasi-experiment of design between subjects to one factor (Content
Strategies: Emotional, Cognitive, Behavioral and Control) was conducted with a sample of
191 participants, in the period October 2022, in Campina Grande - PB and digitally. The
research hypotheses were tested using the analysis of variance (ANOVA) statistical test. The
results showed that there is statistical significance in the application of the content strategy on
the engagement generated in a communication. This work contributes in that it helps both at a
managerial level, providing relevant information for companies, as well as for the academic
community of the study on engagement and this new format of digital marketing.