مجلة الإدارة والتنمية للبحوث والدراسات
Volume 15, Numéro 1, Pages 170-201
2026-06-01
The Effectiveness Of Content Marketing Via Social Media In Developing Consumer Awareness: An Empirical Investigation
Authors : Medjedel Ahmed .
Abstract
The digital transformation of marketing has fundamentally revolutionized organizational-consumer communication, particularly through content marketing strategies deployed across social media platforms. This study provides robust empirical evidence for the effectiveness of content marketing via social media in developing consumer awareness, with particular emphasis on Facebook’s mediating role as a communication channel. Drawing upon established theoretical frameworks from digital marketing, consumer behavior, and brand equity literature, this research employs a rigorous empirical approach utilizing Structural Equation Modeling with Partial Least Squares (SEM-PLS) methodology. This study conceptualizes content marketing effectiveness through five critical dimensions: content appropriateness, credibility, value proposition, attractiveness, and emotional engagement. These dimensions are examined for their direct and mediated influence on consumer awareness development through Facebook as the primary mediating platform. Primary data was systematically collected from 90 members of the Algerian Organization for Consumer Protection and Guidance (APOCE) through a comprehensive electronic questionnaire. The research employs both descriptive and analytical approaches, with SEM-PLS providing robust hypothesis testing and sophisticated path analysis. Results demonstrate statistically significant positive relationships between all content marketing dimensions and consumer awareness development, with Facebook serving as an effective mediating channel. Particularly noteworthy findings reveal that content appropriateness (β=0.64, p<0.001) and credibility (β=0.37, p<0.001) emerge as the strongest predictors of consumer awareness, accounting for 71% of variance explained (R²=0.71). The study confirms four research hypotheses regarding both direct and indirect relationships between content marketing effectiveness, Facebook platform capabilities, and consumer awareness development. This research makes substantial contributions to marketing literature by providing the first comprehensive empirical evidence for content marketing effectiveness in developing economies, specifically within consumer protection organization contexts. The findings extend existing theoretical frameworks to social media-mediated consumer awareness development and provide actionable strategic recommendations for content marketing optimization in emerging markets.
Keywords
Content marketing ; social marketing ; consumer awarness ; Facebook ; digital marketing effectiveness ; MENA region
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