Estratégias de marketing de conteúdo e sua relação com o engajamento do consumidor.

Abstract

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.