Content is king – But who is the king of kings? The effect of content marketing, sponsored content amp; user-generated content on brand responses
Author：Johannes Muuml;ller ,Fabian Christandl
Resource: Journal computer in human behavior, Vol. 96, July 2019：46-55
Abstract
Despite a growing focus on content marketing as a modern marketing tool, research on it is sparse. Missing completely is a comparison of content marketing with other forms of content, namely sponsored and user-generated content, although these content types are of high relevance for the marketing strategy of a company. To fill this research gap, the present study examines how different content types are perceived and how they influence brand responses through persuasion knowledge. A serial mediation model is developed, which posits that different content types lead to a varying conceptual persuasion knowledge, which then influences the activation of attitudinal persuasion knowledge and in turn results in different brand attitudes. The corresponding model is tested in an experimental study, using different content types in the context of the video game industry. The findings indicate that, through the proposed serial mediation, sponsored content leads to a more negative brand attitude than user-generated content and content marketing. These results suggest that, although coming directly from a company, content marketing seemingly is perceived in a similar way as user-generated content. The implications for marketing managers concerning content marketing strategies are discussed.
Keywords:Content marketing;Sponsored content;User-generated content
Persuasion knowledge;Brand attitude;
1. Introduction
“Content is King” is the title of an essay which Microsoft founder Bill Gates originally presented in 1996. In this essay, Gates talks about the future of the internet, stating in his opening sentence that “Content is where I expect much of the real money will be made on the Internet (hellip;)” (Gates, 1996, para. 1). By now this essay is more than 20 years old, but it seems that Gates hit the nail right on the head. When doing a quick Google search for “Content is King”, one can see that the phrase is still as popular as ever. While Gates (1996) originally described that the term “content” can mean many things on the internet, the title of his essay is especially popular in two connected fields, namely search engine optimization and content marketing (textbroker, n.d.). Consequently, there are many articles and blog entries discussing why content supposedly is (see for instance Chef n.d.; Jefferson n.d.; West, 2015) or is not king (see for instance Tobak, 2016, White, 2016). Taking a different point of view, the question if content is king might not be the right one to ask. Rather, it should be of interest which underlying mechanisms decide whether content is an effective communication tool or not. In addition it should be determined which type of content is accepted more by recipients because of these mechanisms. Not only does this approach further extend the theoretical understanding of how content is perceived, it also helps marketing professionals to decide which content type best suits their needs. The development of YouTube from a purely user-generated content platform to a platform for professionally produced content shows that for many companies and marketing professionals, content is already an important marketing tool (Kee and Yazdanifard, 2015, 内容为王–但是谁是万王之王？ 内容营销，赞助内容和用户生成的内容对品牌反应的影响
来源：期刊《人类行为中的计算机》第96卷，2019年7月，第46-55页
与用户生成的内容相比，赞助内容导致更高水平的概念说服知识，进而导致更高程度的态度说服知识激活。
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