أثر التسويق بالمحتوى على الوعي بالعلامة التجارية

Abstract

This study aimed to identify content marketing as a modern marketing tool in the new digital marketing environment; it also sought to study the effect of content marketing dimensions on brand awareness dimensions at Mobilis institution; the study adopted the descriptive analytical method; field data were collected through a questionnaire distributed to a sample consisting of 101 customers, to test the effect of content marketing dimensions (credibility, relevance, quality, value, and engagement) on brand awareness dimensions (brand recall, brand recognition, brand differentiation, top-of-mind brand, and brand knowledge); the data were processed using the SPSS statistical program by employing several statistical methods; the results showed that there is a partial effect of content marketing with its dimensions on brand awareness; and a statistically significant effect of content relevance and content credibility on brand awareness; while there was no statistically significant effect of content quality, content value, and engagement with content on brand awareness.