Turinio rinkodaros strategijos vystymas /

The aim and tasks of the work. The aim of the bachelor's thesis is to theoretically define the stages of content strategy development and to empirically test the effectiveness of content characteristics by evaluating different types of approaches. To achieve the goals of the work, the following tasks were set: to theoretically argue the benefits of content creation for the brand and to detail the stages of content marketing strategy development; to carry out an empirical study to help identify which content characteristics are being valued across generations and to present recommendations based on the findings. Methods used in work. The analysis of scientific literature, quantitative research - survey and statistical analysis of data using SPSS program are applied in the work. Research and results of the work. Empirical application of the study allowed to identify that the X and Y generations have the highest purchasing power. They are also the most likely to engage with content. Also, conclusions are formed based on the assessment of Generation Z (on potential, future context, and passive involvement). In terms of the functions of the content, the most attractive for all the above-mentioned generations is the remuneration, but the entertainment function should be emphasized as well. The application of elements is based on fostering relationships. The evaluation of the message strategy revealed that information is more relevant than transformational. Conclusions of the work. The development of the digital environment has affected the effectiveness of marketing strategies; nine stages of content marketing strategy development have been named; consumer engagement correlates with the effectiveness of developing a content marketing strategy; the evaluation of content characteristics varies from generation to generation. Information on the publication or adaptation of work results for publication: The work is not published.

Grantor dc:publisher

Institutional Repository of Vilnius University

Year dc:date

2022

Author dc:creator

• Simonaitytė, Erika,

Statement dc:rights

• info:eu-repo/semantics/openAccess

Language dc:language

lit

Repository record dc:identifier

https://repository.vu.lt/VU:ELABAETD123961462&prefLang=en_US

OAI identifier oai:identifier

oai:vu.lt:elaba:123961462