Mrs. KMPM Vocational College, Research Cell Coordinator.
Abstract
Content marketing has evolved into a critical strategic approach for brands seeking to build consumer trust, deepen engagement, and foster long-term loyalty in an increasingly digital and competitive environment (Smith & Johnson, 2019; Kotler et al., 2021; Holliman & Rowley, 2014). This study explores how storytelling, personalization, and multimedia integration shape consumer attitudes, influence purchase intentions, and drive brand preference (Pulizzi, 2012; Brown & Davis, 2021; Ashley & Tuten, 2015). Drawing on frameworks of content relevance and perceived value (Halligan & Shah, 2014; Luo et al., 2020), the research examines how AI-driven personalization (Chen & Lee, 2020; Kumar et al., 2021) and influencer collaborations (Lopez & Patel, 2021; De Veirman et al., 2017) enhance content resonance and effectiveness. Furthermore, it highlights how multimedia content—such as video storytelling and interactive experiences—can increase emotional engagement and message retention (Moran et al., 2014; Chaffey & Ellis-Chadwick, 2019). The findings reveal that value-driven, authentic content, when strategically personalized and delivered through diverse formats, significantly strengthen customer-brand relationships and supports sustainable competitive advantage (Williams & Parker, 2020; Evans et al., 2023; Lemon & Verhoef, 2016). These insights contribute to a deeper understanding of optimizing digital marketing strategies in a rapidly evolving media landscape.
Keywords: Personalization, Content Marketing, Storytelling, Consumer Engagement, Customer Loyalty, Trust, Multimedia, Influencer Marketing
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