Conceptualizing and Measuring Content Marketing in Luxury Firms: An Exploratory Analysis
Luxury marketing has gone through some major changes over the past couple of decades. The power is moving away from luxury firms to luxury consumers, who are playing a more significant role than ever before. These challenges in global markets have sparked a growing interest by practitioners and academics in the content marketing and in the metrics to measure its impact on luxury firm performance. However, the literature is still fragmented. Trying to fill this gap, this chapter has two main objectives. Firstly, it reviews the existing literature on content marketing and the main metrics used. Secondly, it analyses the degree of use and effectiveness of content marketing strategies, tools and metrics on a sample of 218 luxury firms. The results of the study revealed that content marketing is seen by luxury firms as marketing communications strategy that provides valuable and helpful information to a clearly defined target audience with the aim to increase sales.