EFFECTIVENESS OF CONTENT MARKETING ON SOCIAL MEDIA: A SYSTEMATIC LITERATURE REVIEW OF CONSUMER ENGAGEMENT
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Abstract
This study presents a systematic literature review of the effectiveness of content marketing on social media in fostering consumer engagement, focusing on peer-reviewed articles published between 2019 and 2024. Using the PRISMA 2020 protocol and bibliometric analysis through VOSviewer, this review synthesizes findings from 45 relevant studies. The results reveal that content marketing strategies—such as influencer collaborations, user-generated content, brand storytelling, and emotional messaging—significantly influence consumer engagement across behavioral, emotional, and cognitive dimensions. The review also highlights platform-specific dynamics, showing that short-form video content and interactive features on platforms like Instagram and TikTok enhance reach and engagement. Moreover, authenticity, trust, and emotional connection emerge as key factors that mediate the success of content marketing. This review provides an integrative framework for understanding how content strategies drive consumer interaction and offers practical insights for marketers and academics navigating the evolving digital landscape.
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