Content Marketing and financial services brand preferences

Abstract

Purpose: This study sought to expand knowledge about content marketing both in academia and the practice of marketing by investigating the role of content marketing in influencing brand preferences in financial services in South Africa.

Methodology: Quantitative research methodology was utilised in this study that relied upon non-probability sampling to collect data from 245 participants using a questionnaire. SPSS-29 and SMART-PLS 4.0 software was used for data analysis including multi-group and importance performance matrix analysis.

Findings: Content marketing drives brand preferences. This is achieved through the critical mediation role of consumer engagement that leads to heightened brand equity which results in favourable brand preferences. This is in line with previous studies conducted in different industries and geographies on the impact of content marketing to advance business performance. This includes the promotion of brand equity and ultimately favourable consumer choices of purchase intention and brand preferences. The present study also revealed content marketing consumption patterns of financial services consumers and its drivers that influence the outcome variable of brand preferences.

Future research: Opportunities exist for future research for both theoretical and practical implications. Firstly, that researchers can study other aspects of financial services to further investigate the impact and role of content marketing on marketing and business strategies. Secondly that in academia, other dimensions of brand equity could be explored in being influenced by content marketing and driving brand preferences.