Dataset from Koob (2021), "Determinants of content marketing effectiveness: Conceptual framework and empirical findings from a managerial perspective." PloS ONE, 16(4), e0249457.
data(ContentMarketing)A data frame with the following variables:
The company’s identification number.
Effectiveness of the content marketing strategy. Marketing and communications executives rated the degree of effectiveness on a scale from 1 to 5 based on their perception and expertise.
Content marketing strategy context. Four-item scale measuring whether the organization had a defined, comprehensible, and long-term content marketing strategy. Rated from 1 ("totally disagree") to 5 ("totally agree").
Content production context. Reflects the organization's efforts to optimize content value for customers, meet content quality standards, and plan and create content systematically.
Content distribution context / intermediate number of media platforms. Measures the number of media platforms used to distribute content.
Content distribution context / joint deployment of print and digital platforms. Measures the simultaneous use of print and digital media for content distribution.
Content Promotion Context. Measures the importance attached to content promotion. Respondents indicated the share of total content marketing investment devoted to promotion activities.
Content Marketing Performance Measurement Context. Captures the frequency of content marketing performance measurement across print and digital platforms and the use of performance data to guide improvement.
Content Marketing Organization. Captures structural specialization, autonomy in content marketing, and processes and systems that enable specialization.
Organization size. Three dummy variables categorize organizations by number of employees: "Tiny" (250-499), "Small" (500-999), "Medium" (1,000-4,999), "Big" (>=5,000).
Sector affiliation. Dummy variable distinguishing organizations in the "industrial" or "service" sector.