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Content Marketing Framework for Building Brand Image: A Case Study of Sohar International School, Oman
Abstract
In an increasingly interconnected digital world, content marketing plays a pivotal role in building the brand image of contemporary organizations. For the current study, a leading international school in Oman is selected to study the effectiveness of their content marketing over the last two years and as a result to develop a framework, which can be followed by other organizations as well. The school's content marketing efforts and active social media presence consistently had a positive impact on their audiences resulting in high enrollments even during the unprecedented times under the COVID-19 scenario. This study utilizes the tools like netnography and thematic analysis of the qualitative data. Considering the dimensions of AIDA model, an analysis is done as to how effective content marketing can grab the attention of consumers through eye-catching images and videos, making them indulge and develop interest in the content's usefulness, followed by a strong desire to avail the organization's services, and finally opting for the action to use the services.
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