The Effectiveness Of Content Marketing In Building Long-Term Customer Relationships
DOI:
https://doi.org/10.37385/msej.v6i4.9276Keywords:
Exports, Inflation, Exchange Rate, GDP, FDIAbstract
In today’s digital economy, content marketing has become a pivotal strategy for fostering sustainable customer relationships. Unlike traditional marketing approaches that emphasize short-term sales, content marketing focuses on delivering value through informative, engaging, and consistent content. Since 2020, research has highlighted how content marketing enhances trust, brand loyalty, and customer engagement by aligning messages with consumer needs and preferences. This literature review examines the effectiveness of content marketing in cultivating long-term relationships, exploring its role in customer retention, brand advocacy, and emotional connection with audiences. Evidence suggests that firms investing in high-quality, personalized content experience stronger customer loyalty and higher lifetime value compared to those relying solely on transactional marketing. However, challenges such as content saturation, authenticity, and measurement of long-term impact remain pressing concerns. By synthesizing recent findings, this study provides insights into how content marketing can be optimized to sustain meaningful customer relationships in the evolving digital landscape.
References
Damaschi, G., Aboueldahab, A., & D’Addario, M. (2025). Decomposing Brand Loyalty: An Examination of Loyalty Subcomponents, Product Price Range, Consumer Personality, and Willingness to Pay. Behavioral Sciences, 15(2), 189. https://doi.org/10.3390/bs15020189
Han, K., & Jo, H. (2025). What Drives Consumer Engagement and Purchase Intentions in Fashion Live Commerce? Sustainability, 17(13), 5734. https://doi.org/10.3390/su17135734
Hutabarat, P. M. (2022). Optimization of Podcasts as Public Communication Channels and Digital Broadcasting Media at Government Institutions. Proceedings, 83(1), 8. https://doi.org/10.3390/proceedings2022083008
Madlenak, R., Drozdziel, P., Zysinska, M., & Madlenakova, L. (2025). A Systems Perspective on Customer Segmentation as a Strategic Tool for Sustainable Development Within Slovakia’s Postal Market. Systems, 13(8), 701. https://doi.org/10.3390/systems13080701
Migkos, S. P., Giannakopoulos, N. T., & Sakas, D. P. (2025). Impact of Influencer Marketing on Consumer Behavior and Online Shopping Preferences. Journal of Theoretical and Applied Electronic Commerce Research, 20(2), 111. https://doi.org/10.3390/jtaer20020111
Na, M., Rong, L., Ali, M. H., Alam, S. S., Masukujjaman, M., & Ali, K. A. M. (2023). The Mediating Role of Brand Trust and Brand Love between Brand Experience and Loyalty: A Study on Smartphones in China. Behavioral Sciences, 13(6), 502. https://doi.org/10.3390/bs13060502
Navaia, E., Moreira, A., & Ribau, C. (2023). Differentiation Strategy and Export Performance in Emerging Countries: Mediating Effects of Positional Advantage among Mozambican Firms. Economies, 11(2), 44. https://doi.org/10.3390/economies11020044
Pereira, M. d. S., de Castro, B. S., Cordeiro, B. A., de Castro, B. S., Peixoto, M. G. M., da Silva, E. C. M., & Gonçalves, M. C. (2025). Factors of Customer Loyalty and Retention in the Digital Environment. Journal of Theoretical and Applied Electronic Commerce Research, 20(2), 71. https://doi.org/10.3390/jtaer20020071
Rehman, F. u., Zahid, H., Qayyum, A., & Jamil, R. A. (2025). Building Relationship Equity: Role of Social Media Marketing Activities, Customer Engagement, and Relational Benefits. Journal of Theoretical and Applied Electronic Commerce Research, 20(3), 223. https://doi.org/10.3390/jtaer20030223
Sahu, V., Howaniec, H. B., Sahoo, S. K., Babu, S., & Biesok, G. (2025). Variety-Seeking Shopping Behaviours in the Age of Green Content Marketing, Affiliate Marketing, and Shopping Motives: An Agenda for Future Research Using a TCCM Approach. Sustainability, 17(13), 5708. https://doi.org/10.3390/su17135708
Santos, S., Augusto, L., Ferreira, S., Espírito Santo, P., & Vasconcelos, M. (2023). Recommendations for Internal Communication to Strengthen the Employer Brand: A Systematic Literature Review. Administrative Sciences, 13(10), 223. https://doi.org/10.3390/admsci13100223
Serrano, B., Moreno, A., Díez, F., & Igoa-Iraola, E. (2024). Analysis of Brand Positioning in Online Course Companies to Change Consumption Patterns—A Case Study in the Personal Wellbeing Sector. Sustainability, 16(13), 5415. https://doi.org/10.3390/su16135415
Tanveer, M., Ahmad, A.-R., Mahmood, H., & Haq, I. U. (2021). Role of Ethical Marketing in Driving Consumer Brand Relationships and Brand Loyalty: A Sustainable Marketing Approach. Sustainability, 13(12), 6839. https://doi.org/10.3390/su13126839
Vinerean, S., & Opreana, A. (2021). Measuring Customer Engagement in Social Media Marketing: A Higher-Order Model. Journal of Theoretical and Applied Electronic Commerce Research, 16(7), 2633-2654. https://doi.org/10.3390/jtaer16070145
Yu, J., Bekerian, D. A., & Osback, C. (2024). Navigating the Digital Landscape: Challenges and Barriers to Effective Information Use on the Internet. Encyclopedia, 4(4), 1665-1680. https://doi.org/10.3390/encyclopedia4040109
Yum, K., & Kim, J. (2024). The Influence of Perceived Value, Customer Satisfaction, and Trust on Loyalty in Entertainment Platforms. Applied Sciences, 14(13), 5763. https://doi.org/10.3390/app14135763
Zaborek, P., & Kurzak Mabrouk, A. (2025). The Role of Social and Environmental CSR in Shaping Purchase Intentions: Experimental Evidence from the Cosmetics Market. Sustainability, 17(5), 1792. https://doi.org/10.3390/su17051792
Zhang, X., & Guo, C. (2024). Influencing Factors and Formation Mechanism of Brand Preference in Community E-Commerce. Sustainability, 16(23), 10638. https://doi.org/10.3390/su162310638
Template
