Special issue - Content Marketing in the Digital Age: Its Impact on Individuals and Businesses

Aims of the Special Issue

Digital technology has been shaping and transforming every facet of human existence. Its ongoing development continues to revolutionalize human interaction, making it more spontaneous and instantenous. Moreover, such technology has led to the soaring of e-commerce which paves the way for organizations to expand their businesses around the globe in an unprecedented manner. Presently, content marketing is arguably one of the most effective digital marketing methods to target the intended audience effectively (Du Plessis, 2017; Järvinen & Taiminen, 2016). It has been optimised to enhance customer-business relationship (Malthouse, et al., 2016). The ubiquity of the Internet and social media presents excellent platforms to execute content marketing practices which allow organizations to build content-rich brands, capture customer’s value, expand their market and ultimately yield higher returns (Kumar, Bezawada, et al., 2016; Mansour & Barandas, 2017)

Evidently, the rapid advancement of social media offers an alternative for users to gather information and share their real-life experiences (Biucky & Harandi, 2017; Cham et al., 2016; Chiang & Huang, 2015; Wei & Lu, 2013). This phenomenon gives rise to the booming of another form of content marketing, namely influencer marketing (Freberg et al., 2011; Xiao et al., 2018). Influencer marketing is essentially an extension from the WOM marketing where brands connect with consumers via influencers who have a strong base of followers on social media platforms (Khamis, Ang & Welling, 2017). This interactive strategy has been widely used by marketers in both B2B and B2C setting across various sectors including healthcare, fashion and beauty as well as travel and lifestyle (Holliman & Rowley, 2014; Wang, Malthouse & Uzunoglu, 2018). Today, influencer marketing is being recognized to be more effective than traditional advertising approaches, thanks to its capability in creating aesthetic and credible contents (de Vries, Gensler, & Leeflang 2012). In particular, social media influencer is seen as one of the most popularized endorsement strategies which has a potential to attract higher online traffic and generate enormous returns, be it for small or large-scale business (Freberg et al., 2011; Booth & Matic, 2011).


As such, it is important for individuals and organizations to leverage on the advantages of influencers to achieve higher brand equity and better returns so as to continue thrive in the competitive digital world. This special issue's topics of interest include, but are not limited to, the following:

  • The impact of content and influencer marketing on individuals and businesses and how it is utilized to achieve their respective objectives;
  • The effect of content and influencer marketing on branding activities;
  • Content and inflluencer marketing in relation to consumer behaviour;
  • Exploring and determining the behaviour of digital consumers in promoting products or services;
  • The strategies and practices of content and influencer marketing in B2B, B2C and/or C2C across various sectors;
  • The use of content marketing and social media in online business;
  • The relevance of mobile devices, search engine optimization, marketing analytics and other tools to effective use of content and influencer marketing;
  • The role of Internet and social media in facilitating content marketing as well as interactive communication in the digital society;
  • The use of content and influencer marketing by organizations to create value and capture customer value.


Biucky, S. T., & Harandi, S. R. (2017). The Effects of Perceived Risk on Social Commerce Adoption Based on TAM Model. International Journal of Electronic Commerce Studies, 8(2), 173-196.

Booth, N., & Matic, J. A. (2011). Mapping and leveraging influencers in social media to shape corporate brand perceptions. Corporate Communications: An International Journal, 16(3), 184-191.
Cham, T. H., Lim, Y. M., Aik, N. C., & Tay, A. G. M. (2016). Antecedents of hospital brand image and the relationships with medical tourists’ behavioral intention. International Journal of Pharmaceutical and Healthcare Marketing, 10(4), 412-431.
Chiang, I. P., & Huang, Y. D. (2015). How to create social support on Facebook. International Journal of Electronic Commerce Studies, 7(1), 1-20.
De Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83-91.
Dina Mansour, Hortensia Barandas, (2017) "High-tech entrepreneurial content marketing for business model innovation: A conceptual framework", Journal of Research in Interactive Marketing, 11(3), 296-311
Du Plessis, C. (2017). The role of content marketing in social media content communities. South African Journal of Information Management, 19(1), 1-7.
Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90-92.
Holliman, G. and J. Rowley (2014), “Business to Business Digital Content Marketing: Marketers’ Perceptions of Best Practice,” in Journal of Research in Interactive Marketing, 8(4), 269-293.
Järvinen, J., & Taiminen, H. (2016). Harnessing marketing automation for B2B content marketing. Industrial Marketing Management, 54, 164-175.
Khamis, S., Ang, L., & Welling, R. (2017). Self-branding, ‘micro-celebrity’ and the rise of Social Media Influencers. Celebrity Studies, 8(2), 191-208.
Kumar, A.; Bezawada, R.; Rishika, R.; Janakiraman, R. and P. Kannan (2016), “From Social to Sale: the Effects of Firm-generated Content in Social Media on Customer Behavior,” in Journal of Marketing, 80(1), 7-25.
Malthouse, E. C.; Calder, B. J.; Kim, S. J. and M. Vandenbosch (2016), “Evidence that User-generated Content that Produces Engagement Increases Purchase Behaviours,” in Journal of Marketing Management, 32(5-6), 427-444.
Wang WL., Malthouse E.C., Uzunoglu E. (2018) The Effects of Engaging with Content Marketing on Business Outcomes for B2B Service Providers. In: Cauberghe V., Hudders L., Eisend M. (eds) Advances in Advertising Research IX. European Advertising Academy. Springer Gabler, Wiesbaden
Wei, P. S., & Lu, H. P. (2013). An examination of the celebrity endorsements and online customer reviews influence female consumers’ shopping behavior. Computers in Human Behavior, 29(1), 193-201.
Xiao, M., Wang, R., & Chan-Olmsted, S. (2018). Factors affecting YouTube influencer marketing credibility: a heuristic-systematic model. Journal of Media Business Studies, 1–26

Important Dates:

Submission Deadline: 15 March 2019
Notification of Review Decision: 31 May 2019

Publication: December 2019

Leading Guest Editor:

Assistant Prof. Hiram Ting, UCSI University, Malaysia, hiramting@ucsiuniversity.edu.my

Guest Editors:

Assistant Prof. Cham Tat Huei, Universiti Tunku Abdul Rahman, Malaysia,

Dr. Yeo Sook Fern, Multimedia University, Malaysia, yeo.sook.fern@mmu.edu.my

Prof. Shiau Wen-Lung, Zhejiang University of Technology, China, macshiau@zjut.edu.cn

Committee Members:

Dr. Hen Kai Wah, Universiti Tunku Abdul Rahman, Malaysia. Email: henkw@utar.edu.my

Assoc. Prof. Liu Yide, Macau University of Science and Technology, China. Email: ydliu@must.edu.mo

Dr. James Richard, Victoria University of Wellington, New Zealand. Email: james.richard@vuw.ac.nz

Prof. Ramayah Thurasamy, Universiti Sains Malaysia, Malaysia. Email: ramayah@usm.my


Please use the online submission systems and choose section of "special issue" when submitting your manuscript.