The Role of Content Marketing in Enhancing Brand Equity: A Study on Digital Consumer Engagement

Abstract

This study aims to analyze the role of content marketing in enhancing brand equity, considering the influence of social media interactivity and perceived value, as well as digital consumer engagement as mediating variables. A quantitative approach was used by distributing questionnaires to 100 respondents who are social media users and have interacted with brand content digitally. Data analysis was conducted using multiple linear regression and validity, reliability, and determination coefficient (R²) tests. The results of the study indicate that content marketing has a significant influence on digital consumer engagement and brand equity. Furthermore, digital consumer engagement was found to play a mediating role in the relationship between content strategy and brand equity formation. Although social media interactivity and perceived value did not show a dominant direct influence on brand equity, both contributed positively to enhancing consumer engagement. Simultaneously, all variables in the model explained over 96% of the variation in brand equity, indicating the model's strength in describing the dynamics of the relationship between digital content and brand perception.