文章基本信息

标题：Digital Content Marketing – A Literature Review on Concepts, International Experiences and Implications for Vietnam
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作者：Nguyen Hong Quy ; Feifei Sun
期刊名称：SHS Web of Conferences
印刷版ISSN：2416-5182
电子版ISSN：2261-2424
出版年度：2021
卷号：124
页码：1-9
DOI：10.1051/shsconf/202112409005
语种：English
出版社：EDP Sciences
摘要：Communication activities are increasingly more diverse, complex and play a more important role in brand building. Perceived consistency of brand messages (across campaigns), a new variable that reflects an important aspect of the integration performance of marketing communications, has been included in the investigation of the impact of marketing communications. It has been shown that perceived consistency strongly correlates with brand's perception, attitude and behavior changes of the target audience. However, the mechanism of influence of this factor in the communication process is still a question for further research.