SHS Web Conf.
Volume 124, 2021International Conference on Management, Social Sciences & Humanities (ICMeSH 2020)
|Number of page(s)||9|
|Section||Innovative Marketing and Consumerism & Business and Economy for Sustainable Future|
|Published online||15 November 2021|
Digital Content Marketing – A Literature Review on Concepts, International Experiences and Implications for Vietnam
1 FPT University, 391A Nam Ky Khoi Nghia, Ward 7, District 3, HCMC, Vietnam
2 School of Social Science, University of Queensland, St Lucia, Brisbane QLD 4072, Australia
* Corresponding author: firstname.lastname@example.org
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.
© The Authors, published by EDP Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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