When Content Marketing Matters - Implications for Marketing
Communication of Car Brands

D 2023

When Content Marketing Matters - Implications for Marketing Communication of Car Brands

GAJANOVÁ, Ľubica; Jana MAJEROVÁ and Margaréta NADÁNYIOVÁ

Basic information

Original name

When Content Marketing Matters - Implications for Marketing Communication of Car Brands

Authors

GAJANOVÁ, Ľubica (703 Slovakia); Jana MAJEROVÁ (703 Slovakia, guarantor, belonging to the institution) and Margaréta NADÁNYIOVÁ (703 Slovakia, belonging to the institution)

Edition

Kaunas, Lithuania, Transport Means - Proceedings of the International Conference, p. 327-333, 7 pp. 2023

Publisher

Kaunas University of Technology

Other information

Language

English

Type of outcome

Proceedings paper

Field of Study

50204 Business and management

Country of publisher

Lithuania

Confidentiality degree

is not subject to a state or trade secret

Publication form

electronic version available online

References:

URL

Organization unit

AMBIS University

ISBN

978-1-7138-7953-4

ISSN

EID Scopus

2-s2.0-85177086464

Keywords in English

automotive brand;automotive market;brand;brand value;content marketing;marketing communication

Abstract

In the original language

Due to the evolutionary reasons which have been speeded up by the current socio-economic situation, the phenomenon of content based marketing has started to be an immanent part of the communication strategies of many valuable brands. Current consumers are resistant to traditional communication tools and it is now more than ever, when it is true that more than communication tools, media and content matter. Especially in the light and shadow of restructured markets of complex consumer solutions. In these markets, isolated view of the market indicators and competitive position is not enough because of the rise of the interdependence of many so far autonomous markets. On of such a meta market is a market of transport solutions where car brands have been traditionally managed in a very specific and separate pattern. Now, the situation has changed and car brands have to switch rapidly into real two-way marketing communications schemes where active consumer is one of the pillars of effective marketing communication. The aim of this paper is to determine the attitudes of consumers to the content based marketing communication of car brands in comparative prospective of the consumer reality of Czech and Slovak Republic. The research has been conducted in the first quarter of 2023 on a sample of 2000 respondents who were included in the survey randomly after reaching the age limit of 18 years. The quantitative assessment method was applied to the processing of the information obtained from the questionnaire survey. This study would serve as a pilot study for further nationally based analyses focused on the issue of content based marketing communication and its implications for marketing management of car brands.

Cite

GAJANOVÁ, Ľubica; Jana MAJEROVÁ and Margaréta NADÁNYIOVÁ. When Content Marketing Matters - Implications for Marketing Communication of Car Brands. Online. In Pr of. V. Ostaševičius. Transport Means - Proceedings of the International Conference. Kaunas, Lithuania: Kaunas University of Technology, 2023, p. 327-333. ISBN 978-1-7138-7953-4.

@inproceedings{490119,
   author = {Gajanová, Ľubica and Majerová, Jana and Nadányiová, Margaréta},
   address = {Kaunas, Lithuania},
   booktitle = {Transport Means - Proceedings of the International Conference},
   editor = {Pr of. V. Ostaševičius},
   keywords = {automotive brand;automotive market;brand;brand value;content marketing;marketing communication},
   howpublished = {elektronická verze "online"},
   language = {eng},
   location = {Kaunas, Lithuania},
   isbn = {978-1-7138-7953-4},
   pages = {327-333},
   publisher = {Kaunas University of Technology},
   title = {When Content Marketing Matters - Implications for Marketing Communication of Car Brands},
   url = {https://transportmeans.ktu.edu/},
   year = {2023}
}

TY  - CONF
ID  - 490119
AU  - Gajanová, Ľubica - Majerová, Jana - Nadányiová, Margaréta
PY  - 2023
TI  - When Content Marketing Matters - Implications for Marketing Communication of Car Brands
PB  - Kaunas University of Technology
CY  - Kaunas, Lithuania
SN  - 9781713879534
KW  - automotive brand;automotive market;brand;brand value;content marketing;marketing communication
UR  - https://transportmeans.ktu.edu/
N2  - Due to the evolutionary reasons which have been speeded up by the current socio-economic situation, the phenomenon of content based marketing has started to be an immanent part of the communication strategies of many valuable brands. Current consumers are resistant to traditional communication tools and it is now more than ever, when it is true that more than communication tools, media and content matter. Especially in the light and shadow of restructured markets of complex consumer solutions. In these markets, isolated view of the market indicators and competitive position is not enough because of the rise of the interdependence of many so far autonomous markets. On of such a meta market is a market of transport solutions where car brands have been traditionally managed in a very specific and separate pattern. Now, the situation has changed and car brands have to switch rapidly into real two-way marketing communications schemes where active consumer is one of the pillars of effective marketing communication. The aim of this paper is to determine the attitudes of consumers to the content based marketing communication of car brands in comparative prospective of the consumer reality of Czech and Slovak Republic. The research has been conducted in the first quarter of 2023 on a sample of 2000 respondents who were included in the survey randomly after reaching the age limit of 18 years. The quantitative assessment method was applied to the processing of the information obtained from the questionnaire survey. This study would serve as a pilot study for further nationally based analyses focused on the issue of content based marketing communication and its implications for marketing management of car brands.
ER  -

GAJANOVÁ, Ľubica; Jana MAJEROVÁ and Margaréta NADÁNYIOVÁ. When Content Marketing Matters - Implications for Marketing Communication of Car Brands. Online. In Pr of. V. Ostaševičius. \textit{Transport Means - Proceedings of the International Conference}. Kaunas, Lithuania: Kaunas University of Technology, 2023, p.~327-333. ISBN~978-1-7138-7953-4.

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