Perspective (graphical)

Business

Digital media

Mathematics

Advertising

World Wide Web

Marketing

Political science

Artificial intelligence

Geometry

Public relations

Computer science

Product (mathematics)

Digital marketing

Transactional leadership

Journal of Strategic Marketing

Brand content strategies have spread far and wide since the advent of digital media. Although they have only recently started to attract scholarly attention, studies have already examined them from various perspectives, including the consumer, the brand, the organization, and, more recently, a holistic perspective. Digital brand content (DBC) appears to be a multifaceted tactic that is simultaneously both customer- and product-centric. The purpose of our research is to get a detailed understanding of the hybrid nature of DBC by using the transactional and relational perspectives. Based on 20 interviews with experts, our study shows that a DBC strategy has both transactional and relational marketing managerial dimensions. In particular, our research revitalizes the question of whether the transactional marketing and the relational marketing perspectives continue to coexist inside organizations in the digital era.

Digital brand content: underlying nature and rationales of a hybrid marketing practice