Content Marketing Decisions for Effective Internal Communication

Pažėraitė Aušra () and Repovienė Rūta ()
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Pažėraitė Aušra: Doctor of social sciences, associate professor at the Faculty of Economics and Management, Vytautas Magnus University.; S. Daukanto str. 28, Kaunas, Lithuania. Phone: +370 37 32 78 56.
Repovienė Rūta: PhD student at the Faculty of Economics and Management, Vytautas Magnus University.; S. Daukanto str. 28, Kaunas, Lithuania. Phone: +370 37 32 78 56.

Management of Organizations: Systematic Research, 2018, vol. 79, issue 1, 117-130

Abstract: The paper focuses on the assumption that new marketing and communication concepts, including content marketing, provide new opportunities for internal communication. The problem solved in this paper argues how content marketing decisions can contribute to effective internal communication. Based on scientific literature analysis, a theoretical-hypothetical model of the content marketing decisions’ contribution to the effective internal communication is presented.

Keywords: content marketing; internal communication; effective internal communication; content marketing decisions (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:morgsr:v:79:y:2018:i:1:p:117-130:n:8

DOI: 10.1515/mosr-2018-0008

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