The Effects of Real-Time Content Marketing on Consumer Emotions and Behaviors: An Analysis on COVID-19 Pandemic Period

Ayar Şentürk H., Özer E., Sezer T.

in: Cases on Digital Strategies and Management Issues in Modern Organizations, José Duarte Santos, Editor, IGI Global, Pennsylvania, pp.300-329, 2022

  • Publication Type: Book Chapter / Chapter Research Book
  • Publication Date: 2022
  • Publisher: IGI Global
  • City: Pennsylvania
  • Page Numbers: pp.300-329
  • Editors: José Duarte Santos, Editor
  • Yıldız Technical University Affiliated: Yes


This study, carried out during the COVID-19 pandemic in Turkey, aimed to provide suggestions for creating a successful real-time content marketing strategy. For this purpose, data were collected from 319 participants using the online questionnaire technique. Outcomes of the analysis indicate that while positive perception toward real-time content marketing campaigns can lead to positive emotions, negative perception toward real-time content marketing campaigns can lead to negative emotions. It was also found as an important result that both positive and negative emotions affect negative consumer behavior during the pandemic period. In addition, negative emotions as a mediator variable strengthen negative consumer behavior. As a result, it can be said that real content marketing campaigns also have negative consequences on consumer behavior during pandemics. Consequently, marketing authorities should continue their real-time content marketing activities with this result in mind.