When Content Marketing Matters - Implications for Marketing Communication of Car Brands

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F02819180%3A_____%2F23%3A%230000128" target="_blank" >RIV/02819180:_____/23:#0000128 - isvavai.cz</a>

Result on the web

<a href="https://transportmeans.ktu.edu/" target="_blank" >https://transportmeans.ktu.edu/</a>

DOI - Digital Object Identifier

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Result language

angličtina

Original language name

When Content Marketing Matters - Implications for Marketing Communication of Car Brands

Original language description

Due to the evolutionary reasons which have been speeded up by the current socio-economic situation, the phenomenon of content based marketing has started to be an immanent part of the communication strategies of many valuable brands. Current consumers are resistant to traditional communication tools and it is now more than ever, when it is true that more than communication tools, media and content matter. Especially in the light and shadow of restructured markets of complex consumer solutions. In these markets, isolated view of the market indicators and competitive position is not enough because of the rise of the interdependence of many so far autonomous markets. On of such a meta market is a market of transport solutions where car brands have been traditionally managed in a very specific and separate pattern. Now, the situation has changed and car brands have to switch rapidly into real two-way marketing communications schemes where active consumer is one of the pillars of effective marketing communication. The aim of this paper is to determine the attitudes of consumers to the content based marketing communication of car brands in comparative prospective of the consumer reality of Czech and Slovak Republic. The research has been conducted in the first quarter of 2023 on a sample of 2000 respondents who were included in the survey randomly after reaching the age limit of 18 years. The quantitative assessment method was applied to the processing of the information obtained from the questionnaire survey. This study would serve as a pilot study for further nationally based analyses focused on the issue of content based marketing communication and its implications for marketing management of car brands.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

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OECD FORD branch

50204 - Business and management

Project

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Continuities

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Publication year

2023

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

Transport Means - Proceedings of the International Conference

ISBN

9781713879534

ISSN

1822-296X

e-ISSN

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Number of pages

7

Pages from-to

327-333

Publisher name

Kaunas University of Technology

Place of publication

Kaunas, Lithuania

Event location

Palanga, Lithuania

Event date

Oct 4, 2023

Type of event by nationality

EUR - Evropská akce

UT code for WoS article

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