UNDERSTANDING THE EFFECTIVENESS OF CONTENT MARKETING IN HALAL BUSINESS: CONSUMER ENGAGEMENT INSIGHTS

Al Fadhil Chairy

Abstract


Digital technology and social media have transformed how consumers interact with brands, particularly in the halal business sector. Content marketing has become a vital strategy for halal businesses to engage consumers, enhance brand loyalty, and strengthen brand image in digital marketplaces. Content marketing involves creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. This study uses a qualitative approach to explore content marketing practices among halal businesses and their effects on consumer engagement. Data were collected through in-depth interviews with business managers, social media observation, and content analysis on Instagram and TikTok platforms. Findings indicate that the success of content marketing relies on content quality, credibility, and consistency, as well as the brand’s ability to foster online community interaction. These results provide strategic insights for practitioners aiming to optimize content marketing and increase engagement and loyalty in the halal business context.


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DOI: https://doi.org/10.3059/insis.v0i0.28687

DOI (PDF): https://doi.org/10.3059/insis.v0i0.28687.g15042

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