Content marketing decisions for the customer value creation in social networks: ‘Ilzenberg manor’ case

LTReikšminiai žodžiai: Klientų įsitraukimas; Socialiniai tinklai; Turinio rinkodara; Vertė klientui; Content marketing; Customer engagement; Social networks; Value for the customer.

ENThis article presents theoretical and practical aspects of content marketing decisions for the customer value creation in social networks by using the case of the organic farm ʻIlzenberg manor’. Focus of this paper is to determine which content marketing decisions create the biggest value for the customer in social networks. The first part of the paper deals with theoretical insights into the content marketing decisions and their ability to create the customer value in social networks. Findings of theoretical analysis disclose that there are interfaces between content marketing, separate content marketing decisions and the customer value in the context of social networks. Respectively, it leads to an assumption that the usage of content marketing decisions can be valuable for the customer value creation in social networks. The second part of the paper focuses on the case analysis of the organic farm ‘Ilzenberg manor’. In order to determine which content marketing decisions create value for the customer in social networks, authors examine a correlation between separate content marketing decisions and consumer value indicators by using data from ʻIlzenberg manor’ Facebook page. The obtained results expose that not all content marketing decisions create value for the customer in social networks. Hence, it means that a selection of separate content marketing decisions in social networks can be made through the customer value perspective. The article ends with insights, conclusions, limitations and future research possibilities. [From the publication]