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Abstract

This study aims towards identifying and modelling the significant factors which act as enablers for the branded content to be used strategically by marketers as a marketing tool in the COVID-19 era. A qualitative approach was adopted for this study, and significant factors associated with branded content were identified from the literature review and primary survey. The factors were then verified by the experts in the area of branding and digital marketing. Total interpretive structural modelling (TISM) and Decision-making Trial and Evaluation Laboratory (DEMATEL) techniques were used to model the factors as per their contextual relationships. As per the model outcomes from TISM and DEMATEL approaches, branded content is an efficient marketing tool that promises value delivery to stakeholders. This, in turn, depends on the authenticity and transparency in content development and distribution. The most significant driving enablers for the system suggest efficient measurement and evaluation strategies and the customer as co-creator for the branded content.

۱٫ Introduction

Marketing as a concept and practice has embraced various definitions and approaches. With the change in time and versatile consumer behaviour, marketing tools adopted by marketers demand responsiveness. The visible indication for this is seen in the recent outbreak of pandemic COVID-19, which has almost shaken the full dynamics of marketing. There is a sudden upsurge in the quantum of online buyers in the year 2020. A few years back, online retailing contributed only around 3%of total retail in India, which is now expected to be around 8% in 2021 [1,2]. Marketers have observed record hit for search on the internet for their products or services. Digital platforms have become necessary for almost every marketer due to the upsurge of digital content and various entrants. The content used for product promotion may be created by the marketer itself or developed through any other company or user-generated. The content thus generated is called branded content, which may be defined as “any output fully/partly funded or at least endorsed by the legal owner of the brand which promotes the owner’s brand values, and makes audiences choose to engage with the brand based on a pull logic due to its entertainment, information or education value” [۳]. The term branded content is not new and is being used across all major continents globally through close association with Branded Content Marketing Association (BCMA) for over a decade [4]. Marketers try to reach as close to the consumer as possible to promote their products by providing brand information through user-generated or brand-generated content [5].