Impact Mechanism Of Information Dissemination On Brand Performance In B2B Content Marketing:the Role Of Brand Equity And Information Channel Feature

Because of the rapid change of technology,increasing product homogeneity and intense market competition in the industrial market,the role of B2 B branding is increasingly valued by suppliers.Establishing a strong brand relies on effective marketing methods.Due to the popularity of the internet and the gradual replacement of traditional media by online media,digital content marketing is considered to be one of the most promising marketing methods in both theoretical and practical areas.Therefore,studying the impact of digital content marketing on brand performance is of great significance for accelerating the implementation of B2 B branding.Based on informatics content classification standards,this paper has effectively deconstructed the content marketing information: based on the functional and emotional information in the B2 C market-driven marketing strategy,this paper discovered existence of unique pioneering information in B2 B market-driving marketing strategy.Moreover,this paper regards brand equity as a key factor in the impact of B2 B content marketing information dissemination on brand performance and finally draws on a theoretical model of “B2B content marketing information dissemination – brand equity – brand performance”.The research empirically analyzes data from 325 suppliers and concludes that three types of information dissemination have positive impact on the establishment of strong brand equity.Brand equity has positive impact on brand financial performance.Three types of information dissemination have positive impact on brand financial performance,while public information channels expanding significantly strengthens the positive effect of emotional and pioneering information on brand financial performance.At last,this study proposes enterprises should pay enough attention to the construction of B2 B digital content marketing system.Meanwhile,based on the findings on selection of three types of information and information channels,enterprises are suggested to place different types of information in different channels to maximize content marketing benefits.