IIMS Journal of Management Science

Mindful Content Marketing, Increasing Brand-Awareness: Theoretical Study & Literature Synthesis

Vivek Newar¹ and Shraddha Chetry²

First Published 24 Oct 2024. https://doi.org/10.1177/0976030X241285095

Article Information

Corresponding Author:

Vivek Newar, Dyet Life Care LLP, Meghalaya 794001, India.
Email: viveknewar10@gmail.com

¹ Dyet Life Care LLP, Meghalaya, India
² Department of Management, North-Eastern Hill University, Tura Campus, Meghalaya, India

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-NonCommercial 4.0 License (http://www.creativecommons.org/licenses/by-nc/4.0/) which permits non-Commercial use, reproduction and distribution of the work without further permission provided the original work is attributed.

Abstract

This paper deals with the application of the mindfulness theories into the content marketing approach to make the branding success. One of them is a conceptual model that can be defined as, mindfulness is the intervening variable between content marketing and brand awareness enhancement. The paper took into account the already written books and journals, which have already been discussed about awareness, consciousness, and mindfulness and tried to study how mind-based communication can affect people’s perception of brand communication. It fills the gap in existing literature by it being a way of discussing the direct connection between mindful content marketing and enhanced brand awareness. The results have shown that mindful content marketing is indispensable in order to guarantee the right brand positioning and it also improves the effect of the brand communication purpose. The presented study introduces a fresh approach in the content marketing industry as it uses mindfulness to design consumer reactions and thereby, to get better links with the brands.

Keywords

Mindfulness, brand awareness, content marketing consciousness

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