CONTENT MARKETING AND PERCEIVED BENEFITS OF INFORMATION EXCHANGE ON B2B LEAD GENERATION: THE ROLE OF CUSTOMER ENGAGEMENT

CONTENT MARKETING AND PERCEIVED BENEFITS OF INFORMATION EXCHANGE ON B2B LEAD GENERATION: THE ROLE OF CUSTOMER ENGAGEMENT

Previous research on lead generation has ignored the perceived benefits that buyers receive when exchanging information for firm-generated content. This research contends that digital content offered in a content marketing strategy contains specific benefits that drive the customer to participate in...

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Bibliographic Details
Main Author: Saavedra Torres, Jose Luis
Format: Others
Published: OpenSIUC 2019
Subjects:
B2B
Content Marketing
Customer Engagement
Information Exchange
Lead Generation
Perceived Benefits
Online Access:https://opensiuc.lib.siu.edu/dissertations/1697
https://opensiuc.lib.siu.edu/cgi/viewcontent.cgi?article=2701&context=dissertations

Internet

https://opensiuc.lib.siu.edu/dissertations/1697
https://opensiuc.lib.siu.edu/cgi/viewcontent.cgi?article=2701&context=dissertations

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