Strategy

Question 1

Digital Communication Management

Answer 1

1. Behavioural engagement:
   a) Functional motive
   b) Hedonic motive
2. Cognitive engagement:
   a) Functional motive
   b) Authenticity motive
3. Emotional engagement
   a) Authenticity motive
   b) Hedonic motive

Question 2

a) Functional motive

Answer 2

e.g. to find out more about a brand

Question 3

b) Hedonic motive

Answer 3

e.g. to get entertained

Question 4

a) Authenticity motive

Answer 4

e.g. to be a part of a brand community

Question 5

Cognitive engagement

Answer 5

Seeking information about a brand (problemsolving information and authenticity)

Question 6

Emotional engagement

Answer 6

Emotional bonding with a brand via
authentic content

Question 7

Behavioral engagement

Answer 7

Consumers investing time, effort and even
money in order to interact with a brand (e.g. helping a brand)

Question 8

Content Marketing Mix

Answer 8

1) Entertain (Awareness and Emotional)
2) Inspire (Purchase and Emotional)
3) Convince (Rational and Purchase)
4) Educate (Rational and Awareness)

Question 9

Stock content

Answer 9

(long-term perspective): long-term content which is usually more demanding to produce

Question 10

Flow content

Answer 10

(short-term perspective): daily/weekly content which is less demanding to produce

Question 11

UGC

Answer 11

User generated content

Question 12

Why people create UGC?

Answer 12

1) Social function
2) Ego-defensive function (minimising self-doubts)
3) Utilitarian function
4) Knowledge function
5) Value-expressive function