{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,26]],"date-time":"2026-03-26T05:07:21Z","timestamp":1774501641452,"version":"3.50.1"},"reference-count":88,"publisher":"Emerald","issue":"2","license":[{"start":{"date-parts":[[2023,1,27]],"date-time":"2023-01-27T00:00:00Z","timestamp":1674777600000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["AJIM"],"published-print":{"date-parts":[[2024,3,21]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title><jats:p>Although digital content marketing (DCM) research and industry-wide expenditure is growing very rapidly owing to the positive outcomes associated with this new pull marketing strategy, research has not completely mapped how DCM activities can be optimized in the social media brand community context. This paper seeks to understand how social media DCM activities can be optimized to achieve greater relational and monetary outcomes for different products.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>A structural equation modeling procedure was used to analyze 416 survey responses obtained from members of Facebook brand communities in South Africa.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The results reveal that social media DCM consumption motives exert significant differential effects on both relational and monetary marketing outcomes in search and experience product contexts while also demonstrating the mechanism through which social media DCM consumption motives lead to contributing social media engagement behaviors.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title><jats:p>The study findings call for the need for firms to understand the motives that drive the consumption of DCM in social media brand communities. Specifically, marketers of search products should deploy more of hedonic contents such as images while simultaneously keeping highly textual DCM to a minimum in Facebook brand communities as this works better for experience products. Finally, more authentic SM-DCM activities that effectively address the authenticity SM-DCM consumption motive can result from the DCM activities of social media opinion leaders and genuine consumer\u2013brand interactions in the context of Facebook brand communities.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This paper broke new grounds in three unique directions in terms of: (1) the relative salience of SM-DCM consumption motives in enhancing WTP and different aspects of SMBE; (2) the contextual influence of product type on SM-DCM activities optimization and (3) the mechanisms that underlie the effects of SM-DCM consumption motives on contributing SMBE in the Facebook brand community context.<\/jats:p><\/jats:sec>","DOI":"10.1108\/ajim-07-2022-0347","type":"journal-article","created":{"date-parts":[[2023,1,30]],"date-time":"2023-01-30T00:26:55Z","timestamp":1675038415000},"page":"353-378","source":"Crossref","is-referenced-by-count":14,"title":["Digital content marketing consumption motives in the age of\u00a0social media: an investigation of relational and monetary outcomes"],"prefix":"10.1108","volume":"76","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-6226-8836","authenticated-orcid":false,"given":"Ernest Emeka","family":"Izogo","sequence":"first","affiliation":[]},{"given":"Mercy","family":"Mpinganjira","sequence":"additional","affiliation":[]}],"member":"140","published-online":{"date-parts":[[2023,1,27]]},"reference":[{"issue":"2","key":"key2024032103355697200_ref001","doi-asserted-by":"crossref","first-page":"90","DOI":"10.1108\/JPBM-10-2013-0414","article-title":"Brand image and customers' willingness to pay a price premium for food brands","volume":"23","year":"2014","journal-title":"The Journal of Product and Brand Management"},{"issue":"4","key":"key2024032103355697200_ref002","doi-asserted-by":"crossref","first-page":"349","DOI":"10.1002\/mar.10077","article-title":"The effects of structural and grammatical variables on persuasion: an elaboration likelihood model perspective","volume":"20","year":"2003","journal-title":"Psychology and Marketing"},{"issue":"1","key":"key2024032103355697200_ref003","doi-asserted-by":"publisher","first-page":"15","DOI":"10.1002\/mar.20761","article-title":"Creative strategies in social media marketing: an exploratory study of branded social content and consumer engagement","volume":"32","year":"2015","journal-title":"Psychology and Marketing"},{"issue":"1","key":"key2024032103355697200_ref004","doi-asserted-by":"crossref","first-page":"3","DOI":"10.1177\/009365027600300101","article-title":"A dependency model of mass media effects","volume":"3","year":"1976","journal-title":"Communication Research"},{"issue":"5","key":"key2024032103355697200_ref005","doi-asserted-by":"crossref","first-page":"637","DOI":"10.1108\/AJIM-01-2019-0002","article-title":"What drives users' participation in online social Q&A communities? 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