Content Marketing - en kvantitativ fältstudie

Sammanfattning: Abstract: Content advertising has a greater impact than traditional advertising on daily Swedish newspapers' webpages. The most significant difference for content marketing is noted in the free daily newspaper Metro, as compared to the subscription based Svenska Dagbladet. Content marketing's impact is measured using the advertising variables; credibility, conviction, objectivity, information and entertainment value, which all show statistical significance. In the future this conclusion should make advertisers more inclined to use content advertising rather than traditional advertising, especially in free daily newspapers. This is the conclusion drawn from an internet survey with 160 respondents. My hypothesis is that brand equity is based on factors such as brand attitude, ad attitude, purchasing intention and media relevance. My thesis supports the hypothesis that content marketing adds value for all parties involved; the brand, the newspaper and the reader.