Impact of Video Content Marketing on Consumer Engagement

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Published Sep 1, 2024
https://doi.org/10.61506/02.00322
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Vol. 10 No. 3 (2024): Journal of Policy Research

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Abdul Saleem
Lecturer, Department of Business Administration, Indus University, Karachi, Pakistan
Rashid Mehmood
Senior Joint Director, EPD, State Bank of Pakistan, Karachi, Pakistan
Ayman Taj
Assistant Director ORIC, Hamdard University, Karachi, Pakistan
Muhammad Umair Khalid
Senior Lecturer, Business Studies, Bahria University, Karachi, Pakistan
Aliza Moiz
Porgram Manager, Department of Business Management & Social Sciences, TMUC-MITE, Karachi, Pakistan
Asadullah Lakho
Senior Lecturer, Department of Business Admininstration, Iqra University, Karachi, Pakistan

Abstract

The purpose of this research proposal is to examine how customer engagement in the context of digital marketing is affected by video content marketing. Given the rapid expansion of digital media and the popularity of short video platforms like TikTok and Instagram Reels, it is critical for businesses to comprehend how video content affects customer behavior. In addition to highlighting a research gap concerning the precise processes via which video content influences consumer engagement, the proposal offers a thorough evaluation of the body of work already written on content marketing and consumer engagement. The study suggests a quantitative research approach that includes factor analysis and regression analysis as well as survey-based data collecting and analysis. The results of this study may improve our comprehension of how video content marketing contributes to customer retention, brand loyalty, and general consumer engagement.

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This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
[1]
Saleem, A. , Mehmood, R. , Taj, A. , Khalid, M.U. , Moiz , A. and Lakho, A. 2024. Impact of Video Content Marketing on Consumer Engagement. Journal of Policy Research. 10, 3 (Sep. 2024), 83–95. DOI:https://doi.org/10.61506/02.00322.
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