Introduction

The landscape of digital marketing is constantly changing, with methods that prioritize consumer-focused approaches over more conscious, potentially unethical, approaches that disregard ethical ramifications. These oversights can significantly reduce overall brand awareness and damage brand loyalty. The controversy surrounding Patanjali Ayurved’s marketing of Coronil for treatment of COVID-19 is a burning example of mindless marketing. Despite lacking regulatory clearance, Patanjali spread misinformation and took advantage of public fear during the pandemic, due to which it faced a huge backlash and was forced to reposition the product as an immunity booster instead of a cure. The moral and legal difficulties of marketing health care during times of crisis are brought to light by this case (Mukherjee, 2021). The use of deceptive marketing tactics by Bournvita in the context of kid-friendly health drinks is another example. The lack of vital nutrients in Bournvita is concealed by the large disparity between the nutritional content of the product and its marketing promises of nutritional advantages. Due to the widespread criticism it received for providing false information on nutrients, the brand’s loyalty and reputation suffered (Kulkarni & Pathak, 2024).

Furthermore, there is a significant difference in the way developed and developing countries use mindful marketing strategies. This difference frequently leads to firms missing out on opportunities that may be achieved by adopting more consumer-focused and ethically aligned techniques. In order to maintain and improve brand awareness and loyalty, this study aims to investigate the benefits of implementing mindful marketing strategies, especially in areas where consumers are more likely to value material that upholds moral and ethical standards. By bridging the current knowledge gap, the study intends to show how conscientious content marketing may successfully meet and exceed consumer expectations while upholding and encouraging more moral standards in marketing. Establishing enduring brand partnerships is imperative when customers are becoming more discerning about the credibility of the companies they endorse.

This research is intended to study the use of mindfulness concepts in the development of content marketing methods in order to enhance the effectiveness of branding. The research is designed to investigate the connection between mindfulness and content marketing, to study the role of mindfulness principles in content marketing and brand awareness, and to give an example of the use of the mindful practices in business and marketing.

Methodology

The review conducted in this study covers the research and developments in this field over the previous 20 years. The current research on the subject reviews the available literature on the study of mindfulness in content marketing and its influence on brand awareness and consumer engagement. The choice of learning materials was based on their relevance and the impact they had on the theoretical and empirical understanding of the effective content marketing strategies that include the feature of mindfulness.

Data Collection

Out of a huge number of materials for this study, the ones that have been collected were chosen through a very thorough search process from a number of highly respected databases. The main databases that are employed are Scopus, UGC Care List, and Thomson Reuters. Besides, the searches were carried out by hand using Google Scholar to guarantee a wide and complete array of sources. Research papers indexed in these databases which were published in the timeframe of 2000 to 2024 were studied thoroughly for this review. The technique was created to catch the pioneering studies and the recent progress in the field to present a comprehensive picture of the current state of the knowledge.

Selection Criteria

The criteria for the selection were the ones which focused on finding the studies which were about the integration of content marketing with the mindfulness principles and the real-world applications in the marketing contexts. The purpose was to pick articles that give both strong theoretical background and solid empirical evidence to support the analysis.

1. Relevance to Mindfulness and Content Marketing: The studies that were chosen were those that had directly investigated the issue of mindfulness as a principal element in the marketing strategy that is covered in content marketing. This research also covers the study of how mindfulness can be used to increase the customer’s engagement and brand awareness.
2. Empirical Evidence: The study favored the empirical ones that give both quantitative and qualitative data confirming the effectiveness of mindful content marketing. This is about the methods such as surveys, experiments, and case studies that present to consumers their behavior and the perception of the brand and at the same time the results are measurable.
3. Theoretical Foundations: The papers that proved to be the important theoretical basis for the integration of mindfulness in marketing were chosen to be the first ones to be considered. The fact is that the projects that are considered for mindful marketing are those that are based on psychological theories of mindfulness, such as those proposed by Kabat-Zinn (2003) and Bahl et al. (2016) and then they are applied to marketing practices. These theories are selected on the basis of their role in exploring the strategic application of marketing to improve the brand perception and consumer behavior toward the product. These theories can be directly applied in marketing techniques for enhancement of the brand awareness.

Data Analysis

After the papers of the actual topic were chosen, a thorough investigation was carried out to identify the main findings and insights. The analysis involved:

1. Identifying Common Themes: In the research, the main themes about the mindfulness and content marketing were found in all the papers. This also covers the idea of comprehending how mindfulness affects consumer’s perception, involvement, and loyalty.
2. Synthesizing Results: Many studies’ results were combined to form a complete picture of the current knowledge of mindful content marketing. This combination of the works paves the way for the identification of the areas that are still undeveloped in the literature and the areas of the future research.
3. Quality Assurance: The study followed the procedures of academic research to the maximum to support the quality and reliability of the findings. This includes the following:
4. Peer-Reviewed Sources: The only sources used for the research were peer-reviewed articles which made the credibility and validity of the research findings that much more.

The first step of the methodological approach of this study was the thorough review of the existing literature which helped in the understanding of the integration of mindfulness in content marketing. Through the emphasis on the empirical evidence, theoretical basis, and practical applications of this study, the authors have accomplished a thorough analysis of the effects of mindfulness on brand awareness and consumer engagement. The findings from this investigation are the basis for the guidance given to marketers who are in the process of mindfulness content marketing. It shows the possibility of the increased loyalty of the customers and the brand’s success.

Mindfulness

Mindfulness, derived from the Pali word “sati” meaning “to remember,” is a state of being fully present and aware, involving conscious thinking, information gathering, and world perception formation. According to Langer et al. (1989) and Ndubisi (2014), this idea implies that cognitive processes and perspective adjustment are crucial for individuals and organizations to adapt and perform reliably in dynamic environments, underscoring the importance of adaptability and awareness. Mindful marketing is a customer-centric strategy that integrates mindfulness into marketing strategies, aiming to improve social responsibility, environmental concerns, consumer well-being, and societal well-being while achieving business profits and stakeholder benefits. Mindfulness is defined as the awareness that arises purposefully, in the present moment, and being nonjudgmental on how experience is unfolding moment by moment (Kabat-Zinn, 2003). It is defined as the mental ability to be fully present at this moment in a state of nonjudgmental and nonconceptual awareness (Bahl et al., 2013). Mindfulness mainly serves the goal of assisting individuals to maintain their state of awareness for as long as possible (Bahl et al., 2013) by being aware and attentive to everything that they are going through.

Mindful Marketing Strategy

Hagenbuch and Mgrdichian (2020) utilized a 2 × 2 mindful matrix as shown in Figure 1. The researchers’ approach to determining the 2 × 2 matrix for marketing strategies, known as “mindful marketing,” assesses the marketing strategies’ efficaciousness and ethical qualities (Hagenbuch & Mgrdichian, 2020).

Figure 1. Mindful Matrix.

Source: Hagenbuch and Mgrdichian (2020).

 

The matrix categorizes strategies into the following four types:

            1. Single-Minded: The minor portals were indeed effective but not ethical.

        Description: The techniques used to reach the marketing objectives are effective but they do not have any ethical considerations and usually resort to using manipulative strategies or falsified information.

        Implications: Although they are quick, they can ruin the brand’s reputation and the consumers’ trust.

2. Simple-Minded: Although it is morally right, it is ineffective for improving public transport.

        Description: These strategies uphold the principles of ethics and social responsibility but they do not lead to noteworthy marketing results.

        Implications: They are ethical but fail to engage the consumers and the sales either do not go up or go up very slowly.

3. Mindless: Not a valid nor ethical statement.

        Description: These tactics are not helpful for the achievement of business goals and they are void of ethical problems.

        Implications: They lead to the use of resources that are not needed and the bad brand image of the company which eventually implies to the consumers not to trust the company and the company could not be successful.

4. Mindful: Effective and Ethical.

        Description: These methods are the ones that successfully manage to be both efficient and ethical, they are customers-friendly, socially responsible, and environmentally sensitive.

        Implications: These are the results of sustainable growth, enhanced brand reputation, and tight consumer relationships.

Through the Mindful Marketing Matrix, businesses can evaluate and improve their strategies to obtain both ethical integrity and marketing effectiveness at the same time, which will lead to trust, loyalty, and long-term success.

Similarly, there has been a recent wave of consumer research debating the impact mindfulness can have on the decision-making processes set by consumers. Likewise, mindfulness offers a solution to the phenomenon of mindless consumption, through which it can help enhance social welfare levels (Bahl et al., 2016; Ndubisi, 2014). Mindfulness increases consumers’ reliability on physiological cues for purchases (Van De Veer et al., 2016), and mindfulness also influences consumers’ loyalty and quality of relationships in service marketing situations (Ndubisi, 2014). However, most of the existing literature revolves around how mindfulness influences consumer behavior or how it can be used to reduce mindless consumption. High-mindful consumers exhibit higher levels of trust, satisfaction, and commitment compared to low-mindful consumers (Bahl et al., 2016; Ndubisi, 2014; Van De Veer et al., 2016). Mindfulness reduces compulsive smartphone SNS (social networking site) use, boosting self-esteem, and reducing social anxiety. Mindfulness interventions can help alleviate stress and improve self-esteem, potentially reducing stress associated with SNS usage (Apaolaza et al., 2019). According to Evans et al. (2009), trait mindfulness, especially its nonjudgmental and nonreactive aspects, predicts increased persistence on a challenging lab task. However, self-critical aspects of self-consciousness were found to be negatively correlated with mindfulness, and self-consciousness did not predict persistence as one might have predicted. Although most research has used the terms self-awareness and self-consciousness interchangeably, the current study employed the word self-awareness as an inclusive term that covers both dispositional and situational self-focus at the theoretical level. If we focus on self-awareness alone, which is self-consciousness, Vorauer and Ross (1999) also used self-awareness as an inclusive term that includes both state and trait in their study. However, they specified the distinction between self-awareness and self-consciousness. Marketing through social media activities has a positive and significant effect on brand awareness (Arsalani et al., 2021). Bayraktar et al. (2015) explored the strategic value of mindfulness for global marketing, particularly for businesses growing outside of underdeveloped nations. A new brand’s ability to reach worldwide markets would generally be hampered by its country of origin, since the results demonstrated that conscious consumers were more receptive to brands from nations with low brand equity. Brand awareness can also be influenced by the content shown in social media activities.

Content Marketing

Content marketing is a key online marketing tactic that focuses on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. It typically includes detailed descriptions in advertisements, providing consumers with a comprehensive understanding of a product. This approach is primarily aimed at engagingly educating the audience. Content is often provided by advertising agencies and the firms themselves. The key characteristics of content marketing are as follows:

• It involves creating detailed and informative content.
• It aims to educate consumers about products or services.
• It utilizes a variety of techniques and media due to the extensive use of the internet.
• It aims to build a business’s reputation and customer focus.

(Agarwal, 2020; Al-Gasawneh & Al-Adamat, 2020; Arsalani et al., 2021; Bunpis & Haron, 2014; Langaro et al., 2015; Sussman & Siegal, 2003; Xiao et al., 2019). Commonly known as advertorials, it consists of placing advertisements through articles about a product or service, and providing information in a newspaper, magazine, or website (Vinerean, 2017; Wixom & Todd, 2005). In many cases, publishers are paid by brands to create informative articles, and marketers use this technique to create awareness of a product among their target consumers. Using suitable media, a specific target audience can be reached with content marketing. A good example of this is content marketing in business publications, where a particular set of people with a definite interest in finance, markets, economics, and other products is targeted. In the case of brands, however, narrative is a more effective means of reaching out to potential customers than traditional print advertising in newspapers, magazines, or online banner advertising. Active engagement on brand-like pages on social media, especially Facebook, significantly improved brand attitude and had a direct beneficial impact on brand awareness, with the relationship between the two being mediated by brand awareness. Furthermore, the active participation of users in brand-like pages was positively influenced by their previous purchase frequency. Content marketing, when approached mindfully, can significantly enhance brand awareness. This approach leads to a consistent increase in brand awareness, suggesting that mindfulness principles in content marketing are key to higher consumer engagement and brand loyalty. This mindful approach in content marketing not only elevates brand-consumer relations but also transforms them, making mindfulness a powerful tool for marketers aiming to deepen their connection with consumers (Langaro et al., 2015). One online marketing tactic that drives business within the company and connects with the target audience is social media marketing. Attempting to persuade customers that a company’s goods or services are worthwhile by using social media is known as social media marketing. Building a business around a company’s reputation and customer focus is the primary objective of social media marketing, which helps businesses grow and thrive (Arsalani et al., 2021). Content marketing typically includes detailed descriptions in its advertisements, to provide the consumers, with a thorough understanding of a product. In most situations, the original content is provided by advertising agencies and the actual firms. Due to the extensive use of the internet, there is a great variety in content marketing techniques and media. A common feature of all online content marketing is its educational component, which must be presented in an engaging manner online to minimize the audience’s demand for cognitive ability. As a result, online content marketing is found to be more effective than traditional advertising. Brands that integrate mindfulness in their content marketing strategies are more likely to experience increased consumer engagement and loyalty. Mindfulness in content marketing involves creating content that is not only informative and engaging but also ethically responsible and aligned with consumer well-being (Bunpis & Haron, 2014; Sussman & Siegal, 2003; Xiao et al., 2019). In this paper, the concept of content marketing was studied with the help of the work of Xiao et al. (2019), by making the consumer aware of the product, describing its advantages, and grabbing their interest, to create effective marketing content. To have a better understanding on the behavior, intentions, and perceptions of consumers toward a brand, three theories, namely, Schema theory, Brentanian theory, and Theory of Relativistic Consciousness, are discussed in the following section.

Theories

Schema Theory

It is an area of cognitive science that studies how the brain organizes information. An ordered body of knowledge about a topic or occurrence is called a schema. It is used to guide present knowledge or action and is based on prior experience. A thorough framework for examining how customers interpret brand information can be found in schema theory. The schema theory lays out a cognitive framework that helps in understanding the process of attaining awareness about a brand by the consumers. This theory helps in understanding the influence of content marketing in brand perception and consumer engagement through established cognitive schemas, and therefore, is selected for this study. The boundaries of knowledge content are defined by a cognitive schema, which also distinguishes between different kinds of information and shows the relationships between different forms of information. The ability to examine brand-specific knowledge in many contexts and in conjunction with superordinate and subordinate knowledge structures is made possible by the significant fact that the internal structure of schemata is constant across conceptual domains. According to the cognitive psychology theory of schemata, people tend to simplify reality by arranging and storing all of the information and experiences they have about their social environment in memory-based cognitive structures known as schemata. Our long-term construction of cognitive schemata shapes our expectations about the characteristics of social situations we encounter, governs how we perceive information, and provides cognitive economy. Schema theory has been applied in marketing research because consumers’ perceptions of the market can also be shaped by relevant cognitive structures, such as the product, brand, or ad schemata. Schema knowledge has been found to have a significant impact on how consumers process and react to marketing communications (Halkias, 2015; Stojanovi et al., 2018).

Chan et al. (2017) asserted that a company’s decision to allocate its advertising resources between offline and online platforms has a substantial impact on its brand perception and performance. They use schema theory as their overarching framework, and they find that reputability, social interactivity, and message content strategies act as moderators. Application of Schema Theory. The applications of schema theory are as follows:

1. Apple: Apple, having its name so well-known and typical, is a good example of how schema theory is the basis of consumer perceptions and brand evaluations. With Apple being a famous brand, a strong, consistent schema of the company has been created in the consumers’ minds. This scheme covers the brand name, product design, and user experience. A slight shift from this firmly set structure, such as different brand names or the product look, will probably be regarded as a negative. For example, an iPod with a different name or modified design would be labeled as an imitation or counterfeit by the customers because of the strong brand schema that is linked to Apple. This high typicality ensures that Apple continues to keep its brand equity and consumer trust thus, resisting to imitation and fake.
2. Red Bull: The other brand, Red Bull, also shares this advantage of the schema theory as well. Red Bull’s branding is so powerful that every product that shares its design or name is evaluated very carefully by the customers. The schema for Red Bull comprises of its logomark, color scheme, and the way the energy drink is presented. When a competitor launches a product that looks exactly or virtually the same or has the same name, it is probably to be given a bad and judged to be a counterfeit or imitation. The reason is that the brand Red Bull has a strong scheme, and any deviation is quickly noticed and rejected by the consumers.

Apple and Red Bull are the two paradigm case examples of the strength of brand schemas in safeguarding against imitation and counterfeiting. The already-existing schemas for these brands make it possible for the consumers to easily recognize and deny the products that do not fit their opinion of what an authentic Apple or Red Bull product should look and be named. This high brand typicality thus encourages the consumers to stick to the brand when they are trying to keep themselves away from the imitation attempts (Roux et al., 2016).

Brentanian Theory

Brentano classified mental phenomena and used that idea to differentiate between mental and physical phenomena. According to Brentano, distinctions in the way mental events are directed toward a particular object represent differences in kind across mental acts if intentionality is a basic component of all mental acts. Every mental phenomenon has an “inner perception” that gives it the ability to be considered aware in the intransitive sense. The concept of intentionality and perception in this theory, helps in analyzing the impact of targeted marketing on the consumer behavior toward a brand, thereby making it necessary to include this theory in the review. This theory emphasizes on consumers’ perception and judgment toward brand loyalty and purchase pattern of a product. One of the three fundamental categories of intentional phenomena that Brentano discusses extensively in his psychology is judgments. That is not to say, however, that Brentano’s theory of judgment is just concerned with psychological issues. In addition, Brentano wants to demonstrate how the act of accurately judging can give us a foundation for understanding ideas such as existence, truth, and logical deduction. Thus, logic, epistemology, and eventually metaphysics are expected to evolve from Brentano’s study of the mental act of judgment (Dewalque, 2013). Example: Nike

Intentionality and Perception: Nike’s marketing strategy is built on the ground of deliberateness, and thus concentrates the consumer’s attention on the brand’s basic values of performance, innovation, and inspiration. The “Just Do It” campaign which is an iconic one by Nike is a shining example of how the brand creates intentionality. This slogan is not just a phrase; it pushes consumers to link Nike with motivation, empowerment, and the triumph of obstacles. Each advertisement, sponsorship, and endorsement is formulated to improve this idea.

Inner Perception and Consumer Awareness: Nike very well utilizes inner perception to create consumer awareness of its brand. Through the constant belief in the connection between Nike and top athletes and sports events, Nike represents the idea that wearing its products will be a great help to the consumers to achieve their greatness. This goes down to the consumer level who feel that they are one of the community of high-performers when they decide to go with Nike. The emotional appeal in Nike’s ads generates a feeling of self-awareness and the association with the brand’s values, thus the emotional connection to the brand.

Judgment and Decision Making: The marketing strategies of Nike are aimed at changing the consumer’s view about the performance and quality of the products. Nike can cite either the technological innovations like Nike Air or the sustainable practices like Nike Grind as its reasons for the consumers to purchase its products and, hence, the consumers will perceive Nike products as better. This is quite obvious in their product launch meetings and advertisements, which usually have testimonials from athletes and detailed descriptions of product benefits.

Nike’s methods of marketing are well-designed by so-called Brentanian Theory which concentrates on the purpose, the manipulation of consumer’s perception and the shaping of their judgments. Through the association of its brand with the messages of empowerment, performance, and social responsibility, Nike establishes a well-defined internal perception among the consumers, who then see Nike products as the necessary tools for personal and societal goals. The whole plan promotes the strong relationship with the brand and the reason for its long-time market success.

Existence, Truth, and Logical Deduction: Nike, by the way, strengthens the belief in its brand values, not only by the constant repetition of its messages but also by the real-life stories of its team. The company’s actions concerning social issues like equality and sustainability are being demonstrated through campaigns. For instance, the “Equality” campaign is a good representation of Nike’s commitment to inclusion and a logical demonstration of how the brand is making a contribution to the social change. This strategy is a tool for consumers to logically conclude that by purchasing Nike products, they are actually supporting these values (Yan et al., 2022).

Relativistic Theory of Consciousness

Consciousness is a relativistic phenomenon, neither observer’s position can be privileged, as they both describe the same underlying reality. This theory delves into the concept of influence of consumer awareness at different levels on brand perception and consumer purchase behavior and hence, is selected for the review. With applications in consumer, industrial, and media research, the “level of consciousness” technique provides a more sensitive measure of brand strength than overall brand recall (Cohen, 1966). The presumption is that attitudes and needs that shape the preferred brand are formed explicitly before consumers make judgments. However, studies in the field of automaticity suggest that most, if not all, human action is either fully unconscious at the outset or happens entirely unconsciously. Unconsciously influencing customers’ attitudes, beliefs, and aspirations are other automatic mechanisms that affect them. These include behavioral mimicry, attribute and stereotype activation, and nonconscious goal pursuit. Requiring no conscious thought or intention, habits are a unique kind of automaticity in which behavior is entirely governed by contextual cues (Martin & Morich, 2011). Positive influences on adolescent brand consciousness include product placements, movies, and the perception of parents’ and peers’ brands; teens who are very conscious of brands view these influences as having a stronger impact on their own and other people’s purchasing decisions. (Nelson & McLeod, 2005).

The conceptual model in Figure 2 was developed by Anna et al. and was tested by Arsalani et al. (2021) empirically. As it is observed from the t-test (t = 14.58), it was found that there was a significant relationship between the variables based on the null hypothesis being rejected and the conclusion that was deduced at a 95% confidence interval, which shows that social media marketing enhances and had a positive effect on brand awareness. For the empirical analysis, PLS-SEM was employed, and the hypothesis postulated in this study was upheld, with a path coefficient of 0.550 and a t-value of 14.58.

Figure 2. Conceptual Model of Research.

Source: Arsalani et al. (2021).

 

Findings and Conclusion

This study reveals that mindfulness inclusion in content marketing significantly enhances brand awareness. The analysis indicates that when mindfulness is included in content marketing strategies, customers perceive, and interact with the brand much better. So, mindful content marketing leads to greater and more profound engagements between the brand and its audience thus fostering a larger level of consumer engagement. According to the study, there is a chance for a more successful mindfulness appeal if brand communication does in terms of presence-away-from and nonjudgmental processing of information. It is further corroborated by Kabat-Zinn (2003) on mindfulness and Bahl et al. (2016). Besides, the research stresses that content marketing assists in developing a conscientious awareness of any brand. This research is consistent with Xiao et al. (2019). It outlines the significance of content marketing as one avenue for creating profound interpersonal connections between brands and consumers. This study extends their findings to demonstrate that mindfulness enhances the effectiveness of content marketing in propagating brand awareness.

During the review, several limitations were encountered which can be taken care of in further studies. The study primarily focuses on theoretical studies rather than empirical findings. The results drawn in the existing literature are mostly limited to a specific area, which restricts their applicability in the global context. The study also lacks experimental outcomes which limits the validation of the conclusions drawn from the literature review.

The study provides significant contributions in the field of mindfulness in brand marketing and consumer perception. The study introduces an intervention of mindfulness theories in promotional strategies for brand awareness and their perception among the consumers. The study also highlights the social implications of marketing and ethical issues embraced in marketing strategies. The review also provides the importance of the integration of mindfulness into marketing techniques and content branding to foster more ethical and responsible marketing content.

Overall, this study supports the trend found in literature on mindfulness in marketing as where content marketing is taken from a point of view that reflects a mindful approach there would be a consistent increase rate concerning brand awareness. Hence, we can say that brands that apply mindfulness principles in their content marketing approaches are likely to receive higher levels of consumer engagement and brand loyalty. Marketers who may want to use mindfulness as a powerful tool in their content marketing efforts and would like its practical application that wholly transforms brand-consumer relations can interest themselves in this research.

Scope for Further Research

The concept of content marketing with a blend of mindfulness can bring significant development in the scenario of brand-consumer interactions. To fully utilize the concept in the promotion of brands, it is quite essentially to understand and explore the potential of mindful content marketing and its effectiveness across various industries. Industries from different sectors have unique techniques of marketing and consumer behavior. For instance, while electronic brands can utilize mindfulness to foster consumer engagement with their electronic appliances, health care sector could utilize mindfulness in marketing for consumers’ health and well-being.

Another direction for future research is investigating consumers’ perception toward mindful content marketing and its influence on their brand loyalty and purchasing behavior. To understand the perception of consumers toward mindful content marketing, it is essential to delve into the psychological and emotional aspects that are activated by mindful content and examine whether mindful content marketing shows positive results in brand associations and inclines more toward choosing mindful brands over others. This can be achieved by conducting qualitative and quantitative surveys, to gather a comprehensive view of consumers’ perception toward mindful content marketing.

Another scope for future research is examining specific mindfulness techniques or approaches that can be effectively integrated into content marketing strategies. To determine the efficiency and adaptability in various contexts of marketing, it is crucial to identify the techniques that can resonate more with consumers and the ways of integrating these techniques into marketing content.

To help companies understand the benefits of mindful content marketing and the perception of consumers toward brands over a long period of time, longitudinal studies on impact of mindful content marketing on brand awareness and consumer engagement is highly imperative.

In this globalized world, it is vital to study the cultural influences on effectiveness of mindful content marketing. Cultural values and norms are factors having high impact on the behavior and perception of a consumer toward a brand. Hence, research in this area can exhibit the perception of mindful marketing across various cultures and communities.

Exploring the role of mindfulness in digital and social media marketing strategies is another aspect of research in mindful content marketing. Online sites and social media are the most contemporary and fast-paced digital platforms where the catchy contents of brand promotions can often make the consumers lose their principles of mindfulness. Research in this area can help in investigating how to incorporate mindfulness in digital content marketing, to create more satisfaction among consumers.

The principle of mindfulness offers a powerful tool to brands that strive to create positive and long-lasting associations with consumers.

Besides, using structural equation modeling (SEM) and getting more empirical data will be a sound theoretical and practical framework for the analysis of the complex relations between mindful content marketing, consumer perceptions, and behavioral outcomes. SEM can help to find and measure both the direct and indirect effects of mindful marketing strategies on brand loyalty and consumer engagement, thus, it provides a deeper understanding of the effectiveness of these approaches.

The main idea of mindfulness is a useful method for brands to form good and lasting relations with consumers. Future studies in these fields will offer useful tips for businesses that want to include mindfulness in their marketing plans correctly.

Acknowledgments

The authors would like to express their sincere gratitude to all the faculty members and professors of North-Eastern Hill University, Tura Campus, Meghalaya, India, for their tremendous help, support, and motivation from the start to the completion of this paper.

Declaration of Conflicting Interests

The authors declared no potential conflicts of interest with respect to the research, authorship and/or publication of this article.

Funding

The authors received no financial support for the research, authorship and/or publication of this article.

ORCID iD

Vivek Newar  https://orcid.org/0000-0003-3111-8020