The project studies the logic of content marketing from the point of view of the users. The goal of the project is to open the black box of content marketing and find answers to questions of “why” and ”how” behind the impact of content marketing. The project takes a qualitative approach, concentrates on the consumer viewpoint and maps out the possibilities and boundaries of content marketing in online environments. We open up the black box of content marketing from three complementary angles: we look at the expectations, experiences and extensions of content marketing.
Duration of the project: 01.11.2016–31.05.2018
Funding: Tekes – The Finnish Funding Agency for Innovation.
Research Consortium: COMET and CIRCMI, University of Tampere; School of Business and Economics, University of Jyväskylä. Project leaders in the University of Tampere: Professor Mikko Ruohonen/CIRCMI and Research director Katja Valaskivi/COMET.
The industrial partner network consists of Aamulehti, A-lehdet, Alko, DNA, Fazer, Nordea, Pirkanmaan lehtitalo and Vapa Media. Interaction between business and research is also supported by IAB Finland and PING Helsinki.
Contact: Researcher Niina Uusitalo, niina.uusitalo at uta.fi
Webpage: r.jyu.fi/blackbox