The Synergy of Content Marketing and CSR: A Pathway Building Brand Awareness in Social Enterprises

Ricca Nourma Yusnitha () and Abdul Razak Munir
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Ricca Nourma Yusnitha: Hasanuddin University
Abdul Razak Munir: Hasanuddin University

A chapter in Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025), 2026, pp 896-910 from Springer

Abstract: Abstract This study investigates the synergistic effects of content marketing and Corporate Social Responsibility (CSR) on brand awareness within social enterprises, focusing on Rappo ID, a company dedicated to upcycling plastic waste and empowering local women. While content marketing and CSR have been examined separately, their combined impact on brand recognition in social enterprises remains underexplored. By analyzing Rappo ID’s implementation of both strategies, this research explores how content marketing engages consumers through relevant content, while CSR activities enhance consumer perceptions of the brand’s social and environmental contributions. The study found that each strategy independently contributed to brand awareness, and their combined use significantly amplified consumer engagement and brand loyalty. These findings offer insights for social enterprises aiming to enhance brand recognition by integrating content marketing and CSR initiatives. This study contributes to the understanding of how these strategies work together to create a powerful and socially responsible brand. The findings demonstrate that content marketing and CSR strategies not only contribute individually to brand awareness but also create synergy when implemented together. This combination amplifies consumer engagement and fosters brand loyalty, offering valuable insights for social enterprises seeking to strengthen their brand identity. The research underscores the importance of integrating content marketing with CSR initiatives to create a compelling brand image. These results have implications for practitioners and researchers in marketing, corporate social responsibility, and social entrepreneurship, providing a foundation for exploring how these strategies can optimize impact on brand awareness and consumer perceptions.

Keywords: Content Marketing; CSR; Brand Awareness; Social Enterprises; Environmental (search for similar items in EconPapers)
Date: 2026
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DOI: 10.2991/978-94-6239-709-5_61

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