Research On The Influence Of Content Marketing On Consumers' Brand Communication Willingness In The Background Of Social Media

The rapid development of social media has brought great convenience to consumers.Consumer application social media has extended from basic social and communication to work,study and shopping.More and more companies and brands are paying attention to the great commercial value of social media and have launched content marketing.Compared with traditional advertising,content marketing contacts consumers in a new way by providing high-quality,interesting and soft information,which affects their attitudes and behaviors while bringing value to consumers.The use of social media for content marketing has undoubtedly become a breakthrough in brand communication and marketing at this stage.Based on the literature reading,this study summarizes the three dimensions of content marketing: informational content,emotional content,and entertainment interactive content.Based on the theory of SOR and three-stage customer behavior model,the impact model of “content marketing – brand identity – brand communication willingness” was constructed.At the same time,the product category is used as a moderator to explore whether there is a difference in the impact of content marketing on brand identity under different product categories.The research results show that content marketing significantly influences consumers' brand communication willingness through the intermediary role of brand identity.There are significant differences in the impact of different dimensions of content marketing on brand identity for different categories of products.In the content marketing,high-priced durable goods can use information content and valuable entertainment interactive content;high-priced non-durable goods can use emotional content and valuable entertainment interactive content;low-priced durable goods can be more Entertainment interactive content and information content;low-price non-durable goods can use entertainment interactive content and emotional content.No matter which type of product,emotional content can significantly affect consumers' brand identity.Based on the research results,this study combines the enterprise content marketing practices and proposes the following recommendations: Insighting into customer needs,creating high-quality content;Integrating multiple content marketing channels to achieve effective dissemination of brand information;Clarifying product characteristics and developing targeted content marketing strategies.