Research On The Influence Of Sports Brand Content Marketing On Customer Value Co-creation Behavior

Social media’s development has changed enterprise’s marketing mode.In recent years,social media has become one of the most important platforms for consumers to get information about products and brand information.China’s sports brand content marketing plays an important role in its marketing strategy,while its official brand account plays an important role in brand marketing.At present,the academic research on sports brand content marketing mostly focuses on the content marketing strategies of different brands,while the research on the relationship between content marketing and consumers’ psychology mainly focuses on exploring the influence of brand content marketing on consumers’ purchasing behavior and brand loyalty.However,content marketing is actually a virtuous circle involving enterprises,content and consumers,which emphasizes stimulating customers’ interaction and participation in the process,and finally realizes the purpose of value transfer,relationship building and interactive trust.Therefore,this study applies the value co-creation theory to the process of sports brand content marketing,constructs a theoretical model of sports brand content marketing on customer value co-creation behavior,and introduces customer engagement and interaction quality as intermediary variables to empirically test the internal influence of sports brand content marketing on customer value co-creation behavior;Finally,based on the above research results,it puts forward corresponding marketing management enlightenment for sports brand content marketing.The empirical research shows that:(1)Sports brand content marketing(entertainment information,brand interaction,and functional information)has a positive and significant impact on customer engagement,interaction quality and customer value co-creation behavior(customer citizenship behavior and customer participation behavior);(2)Customer engagement plays a part in mediating the influence of sports brand content marketing(entertainment information,functional information and brand interaction)on customer value co-creation behavior(customer citizenship behavior and customer participation behavior).(3)Interaction quality only partially mediates the functional information in sports brand content marketing and the influence of brand interaction on customer participation behavior;In the process of the influence of functional information on customer citizenship behavior,entertainment information on customer participation behavior and customer citizenship behavior,and brand interaction on customer citizenship behavior,the intermediary role is not significant.At the same time,on the basis of revealing the influence relationship and mechanism path between sports brand content marketing and customer value co-creation,this paper puts forward the following marketing management enlightenment:(1)Pay attention to publishing high-quality and continuous functional information;(2)Enhance the entertainment and interest of the content and attract customers’ long-term attention;(3)Pay attention to interaction management with customers and create a good interactive environment;(4)By enhancing the attractiveness of content marketing,it can stimulate customer engagement.