Content is king – But who is the king of kings? The effect of content marketing, sponsored content & user-generated content on brand responses

作者：

Highlights：

• Different content types lead to differences in brand attitude.

• Conceptual and attitudinal persuasion knowledge act as serial mediators.

• Sponsored and user-generated content differ in their resulting brand attitude.

• Content marketing showed no significant difference to user-generated content.

摘要

•Different content types lead to differences in brand attitude.•Conceptual and attitudinal persuasion knowledge act as serial mediators.•Sponsored and user-generated content differ in their resulting brand attitude.•Content marketing showed no significant difference to user-generated content.

论文关键词：Content marketing,Sponsored content,User-generated content,Persuasion knowledge,Brand attitude,Serial mediation

论文评审过程：Received 15 November 2018, Revised 3 January 2019, Accepted 7 February 2019, Available online 11 February 2019, Version of Record 18 February 2019.

论文官网地址：https://doi.org/10.1016/j.chb.2019.02.006