How Consumers Respond to Editorial Communication Strategies

Abstract

With the advent of Web 2.0 and the fact that brands can now communicate directly with consumers, it has been suggested that content marketing is replacing publicity. However, to the best of the authors' knowledge, no previous study has supported this relationship. The purpose of this chapter is to explore this theory, drawing a comparative study on how consumers respond to both approaches. The effects of content marketing and publicity on message credibility, attitude toward the brand and purchase intention are analyzed, as well as the impact of consumers' antecedents on these indicators. The findings indicate that publicity is still relevant and is not being replaced by content marketing. This chapter illustrates the power of content in influencing customer decision making and provides relevant insights into how content must be used to serve consumers' needs more effectively, allowing a 360º view.