We all are aware of how the Internet is a spectacular and splendid thing. If an individual is looking for an answer to an individual query or needs to resolve a problem, a click can deliver the relevant content. Most of the search engines will give the users an abundance of options (Martzloff, 2017).
For the general public, it is a desirable approach. However, it poses a problem for brands and businesses, mainly for current customers or potential ones. The main issue is that most organizations have used this publicity method and compete for the same lucrative space. A business will differentiate itself through a higher quality content or highlight specific unique attributes and relevancy (Rohm, Kaltcheva, & Milne, 2013).
Relevancy of the Content
If the content is relevant, it has a more definite chance of being read and acknowledged, and such a situation has been dealt with by everybody using the Internet. After clicking on a particular search engine link, we get a fair idea right away about the page showing the contents that are being searched. There might be something in particular that grabs the individual’s attention, maybe an opening paragraph or specific placement of the site material.
We are on the lookout for minor pointers to check out if the content is relevant to our search query. It gets quick to close the page or click the back button and find another site giving answers or solution. We can also choose to go down the enlightening route, which targets a helpful audience and prized details about a particular subject or product. Alternatively, an individual could make content more exciting and appealing, which generally includes facts and figures or funny analogies and narratives.
Value Added Content – Research Implementation
More than anything else, the content needs to have a purpose behind it that a particular audience can relate to. The added value of the content that an individual is sharing and would be a wasted effort. The horde of similar content if it has a purpose. It will be much more authentic and worthy than the alternatives. Positioning an individual as an authoritative figure shows an individual brand has got something essential & valuable to claim and gives customers a reason to do business.
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The procedure of the Study and Data Collection
The researchers used both primary and secondary sources to collect data. They refer to data collected through first-hand research as preliminary data. First-hand research involves conducting studies to gain a deeper understanding of a subject. This research study primarily relies on a quantitative approach using a close-ended questionnaire. The researchers shared the questionnaires online with respondents through various social media platforms and recorded the responses on Google Forms using a 5-point Likert scale. As mentioned earlier, the main focus of this study is the consumers of Lawn clothing.
Secondary data, or in other words second-hand data, is the data or information which is already available and gathered by other researchers. This data can be used in further researches as well. For this particular study, secondary data was collected from multiple internet sources.
Reliability and Validity
To ensure the data were reliable, the researchers applied the Cronbach’s Alpha technique to the four variables discussed in this study. They also used the construct validity test, a conventional method for interpreting Cronbach’s Alpha results, by estimating the relationship between each subject and its independent variables. The researchers consider results with values greater than 0.6 as indicators of reliability.
The researcher conducted a pilot study on a small sample (N = 25) and later included this sample in the final survey. The researcher circulated the questionnaire online among the target population. After gathering the data, they ran a reliability test using SPSS. The Cronbach’s Alpha result exceeded 0.7, indicating that the data and questionnaire were reliable, which allowed the researcher to proceed with the study.
Description of Instruments
This research study establishes a quantitative approach based on data primarily collected through a self-administered online survey using a close-ended questionnaire. The researchers downloaded and compiled the data using Google conversion tools.
The researchers used MS Excel to organize and convert the data, and they employed SPSS software to run key statistical tests: Cronbach’s alpha to ensure data reliability, regression analysis to examine relationships between independent and dependent variables, and Pearson’s correlation to assess relationships between two variables. These analyses provide the insights needed to accept or reject the study’s proposed hypotheses regarding social media’s influence on consumer behavior.
Summary
Content marketing allows entrepreneur or enterprise to serve the clientele. They create digital artefacts for providing advice of various sorts, giving information or becomes a source of entertainment (Plessis C. D., 2017). Also, the benefits of individual goods and services can be explained through which sales can be boosted.