EFFECTS OF CONTENT MARKETING ON CUSTOMER SATISFACTION AND BRAND LOYALTY

Abstract

It is considered that the content marketing strategies implemented by the companies affect the satisfaction of the consumers and their loyalty towards the brand positively or negatively. The aim of this study is to investigate whether the content marketing strategies of the companies have an effect on customer satisfaction and brand loyalty. Within the scope of the research, content marketing was examined from four sub-dimensions, while customer satisfaction and brand loyalty were examined as one-dimensional. As a result of the factor analysis, content marketing was represented in a two-dimensional structure, while customer satisfaction and brand loyalty were represented in a one-dimensional structure. As a result of the regression analysis, it was determined that the interaction and information dimensions, which are the sub-dimensions of content marketing, positively influence customer satisfaction and brand loyalty.