The relationship between content marketing and user engagement in online brand communities

Abstract

This bachelor’s thesis is a systematic literature review focusing on the relationship between content marketing and user engagement in online brand communities. Based on the literature reviewed, it creates definitions for the main terminology, investigates the value of engagement for both online communities and marketers, creates a model of the factors motivating user engagement in online brand communities and connects this to content marketing. In addition, guidelines for engaging users in online brand communities are provided for content marketers based on the findings of the research. Finally, the thesis suggests topics for further research into online brand community management.