| Abstract [eng] |
The final work of the master‘s identifies the motives of customers engagement into digital content marketing. The thesis is made out of the three main parts, i.e. theoretical, methodological and empirical. The study aims at comprehension how the content marketing affects the customer engagement. The issue lies in the problematic question “what motives promote consumers to get involved in digital content marketing (due to the complexity of the phenomenon, the author uses the term „digital content marketing“)? The object of the thesis is the motives of customer engagement into digital content marketing. The goal of the work is to recognize and disclose the motives of customer engagement in the marketing of digital content. The theoretical part of the paper deals with the conceptualization of customer engagement into digital content marketing as well as the definition of marketing of digital content and the concept of customer engagement are investigated. Moreover, hypothetical motives of consumer engagement are presented. The methodological chapter of the research outlines the identification strategy and methods of the motives of customer engagement in digital content marketing. The quality research instrument and structure is provided and based. Furthermore, the phases of the research organisation are presented, the extent of the research is characterized and the applied ethical principles are described. There were 14 respondents (7 women and 7 men) aged about 30. The research is the so called exploratory research combining the two approaches of induction and deduction. In order to investigate the data of the qualitative research the content analysis method is applied. The audio information is transcripted. The induction and deduction of logical reasoning is used when assessment questions define the main themes of the analysis. The results of the research are interpreted on the basis of the models of customer engagement in digital content marketing. The semi-structured in-depth interview has been employed in order to identify the motives of customer engagement in the context of digital content marketing. In fact, on the basis of theoretical analysis it has been discovered that customer engagement in digital content marketing consists of the three main motive groups, i.e. functional, hedonistic and authentic. Actually, cognitive engagement is expressed by functional and authentic motives. Whereas cognitive dimension engagement unfolds out of a customer‘s wish to find out information related with the brand (a functional motive) along with a customer‘s need to get to know its authenticity (an authentic motive). Emotional engagement is expressed by authentic and hedonistic motives. A consumer need of emotional satisfaction with the aid of digital content marketing (a hedonistic motive) in conjunction with the demand to determine the authenticity of the brand (authentic motives) make an emotional engagement and lead to form the authenticity of the brand within a variety of interactions. Additionally, behaviour engagement is the outcome of functional and hedonistic motives. The greater is the engagement of the customer behaviour, the more time and energy the customer spares for the brand of an item (authentic motives), for instance, publishing and writing reviews, assistance for other customers, word of mouth marketing, etc. functioned by customers. The paper has identified motives of cognitive, behaviour, emotional engagement in digital content marketing. The cognitive motives are the information demand, seeking information for evasion of financial risk, personal development, hobbies, curiosity, authentic information need, comprehension of in-depth meaning regarding the object of engagement. Emotional motives reffer to the social influence, sharing experience of the content, an exiting content, the demand of socialization and social responsibility. Behaviour motives are the share of personal experience, community interests, the need of information, a financial incentive, a positive personal experience, a convenient way to gain information, the support of the people you care, letting of negative and positive feelings, admitting the opinion, acceptance. The findings of the research illustrate that customer engagement is a psychological state which is hard to reach for a company or brand. With the aim to engage consumers into content all the aspects of cognitive, emotional and behaviour engagement should be influenced which could be impacted by a precise and differentiated content marketing. On the bases of the conclusions and recommendations provided the strategy of digital content marketing might be developed with a view to promoting customer engagement. |
