Modelling the enablers for branded content as a strategic marketing tool in the COVID-19 era

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.