Effects of content marketing on attitude formation in the South African energy drink market

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dc.contributor.advisorHuman, Gerten_ZA
dc.contributor.authorHirschfelder, Benedikten_ZA
dc.date.accessioned2016-07-08T10:41:37Z
dc.date.available2016-07-08T10:41:37Z
dc.date.issued2015en_ZA
dc.description.abstractThe rapid technological innovation of the last decade has altered the way people understand and communicate information. The internet specifically has made possible unprecedented access to information which has added another dimension to consumer and marketing practitioner behaviour. The most salient consequence of these developments in the marketing communication arena has been the transition from domination by the marketing practitioner to that of the consumer. More precisely, the huge product variety and the access to non-commercial information in terms of user-generated content gives the consumer incredible autonomy. Facing these circumstances, marketing practitioners are adjusting their strategies in producing informative or entertaining content to surround their product in order to impact the new complex, user-driven market. This specific type of content driven marketing is referred to as content marketing. While the idea of providing useful content around the product/brand is a well-known marketing strategy, consistent technological innovation enables marketers to approach the consumer in a different way. Encouraged by a proliferation of user-generated content, marketing practitioners have already embraced content marketing and established a considerable case series of effective examples. Nevertheless, a scholarly analysis of the impact of content marketing on attitude formation has not yet occurred. Thus the goal of this thesis is to unpack content marketing, and explore its impact on the consumer in order to locate content marketing within Integrated Marketing Communications. Specifically, this study investigates how consumers perceive the sponsor through content marketing, and if emotions triggered by this content influence consumer attitudes towards the sponsor. In order to substantiate the theoretical discourse with practical evidence, a video from the energy drink manufacturer Red Bull serves as a research object and real-world example. By demonstrating the particular strengths of the medium, this thesis aims to establish an academic foundation for the analysis of content marketing, and contribute to the content marketing renaissance.en_ZA
dc.identifier.apacitationHirschfelder, B. (2015). <i>Effects of content marketing on attitude formation in the South African energy drink market</i>. (Thesis). University of Cape Town ,Faculty of Commerce ,School of Management Studies. Retrieved from http://hdl.handle.net/11427/20259en_ZA
dc.identifier.chicagocitationHirschfelder, Benedikt. <i>"Effects of content marketing on attitude formation in the South African energy drink market."</i> Thesis., University of Cape Town ,Faculty of Commerce ,School of Management Studies, 2015. http://hdl.handle.net/11427/20259en_ZA
dc.identifier.citationHirschfelder, B. 2015. Effects of content marketing on attitude formation in the South African energy drink market. University of Cape Town.en_ZA
dc.identifier.ris TY - Thesis / Dissertation AU - Hirschfelder, Benedikt AB - The rapid technological innovation of the last decade has altered the way people understand and communicate information. The internet specifically has made possible unprecedented access to information which has added another dimension to consumer and marketing practitioner behaviour. The most salient consequence of these developments in the marketing communication arena has been the transition from domination by the marketing practitioner to that of the consumer. More precisely, the huge product variety and the access to non-commercial information in terms of user-generated content gives the consumer incredible autonomy. Facing these circumstances, marketing practitioners are adjusting their strategies in producing informative or entertaining content to surround their product in order to impact the new complex, user-driven market. This specific type of content driven marketing is referred to as content marketing. While the idea of providing useful content around the product/brand is a well-known marketing strategy, consistent technological innovation enables marketers to approach the consumer in a different way. Encouraged by a proliferation of user-generated content, marketing practitioners have already embraced content marketing and established a considerable case series of effective examples. Nevertheless, a scholarly analysis of the impact of content marketing on attitude formation has not yet occurred. Thus the goal of this thesis is to unpack content marketing, and explore its impact on the consumer in order to locate content marketing within Integrated Marketing Communications. Specifically, this study investigates how consumers perceive the sponsor through content marketing, and if emotions triggered by this content influence consumer attitudes towards the sponsor. In order to substantiate the theoretical discourse with practical evidence, a video from the energy drink manufacturer Red Bull serves as a research object and real-world example. By demonstrating the particular strengths of the medium, this thesis aims to establish an academic foundation for the analysis of content marketing, and contribute to the content marketing renaissance. DA - 2015 DB - OpenUCT DP - University of Cape Town LK - https://open.uct.ac.za PB - University of Cape Town PY - 2015 T1 - Effects of content marketing on attitude formation in the South African energy drink market TI - Effects of content marketing on attitude formation in the South African energy drink market UR - http://hdl.handle.net/11427/20259 ER - en_ZA
dc.identifier.urihttp://hdl.handle.net/11427/20259
dc.identifier.vancouvercitationHirschfelder B. Effects of content marketing on attitude formation in the South African energy drink market. [Thesis]. University of Cape Town ,Faculty of Commerce ,School of Management Studies, 2015 [cited yyyy month dd]. Available from: http://hdl.handle.net/11427/20259en_ZA
dc.language.isoengen_ZA
dc.publisher.departmentSchool of Management Studiesen_ZA
dc.publisher.facultyFaculty of Commerceen_ZA
dc.publisher.institutionUniversity of Cape Town
dc.subject.otherMarketingen_ZA
dc.titleEffects of content marketing on attitude formation in the South African energy drink marketen_ZA
dc.typeMaster Thesis
dc.type.qualificationlevelMasters
dc.type.qualificationnameMBusScen_ZA
uct.type.filetypeText
uct.type.filetypeImage
uct.type.publicationResearchen_ZA
uct.type.resourceThesisen_ZA
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