Titlebook: Advertising Impact and Controlling in Content Marketing; Recognize Impact Mec Thomas Hörner Book 2023 The Editor(s) (if applicable) and The

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Attitudes, Knowledge & Taxonomies as Basic Constructsrarchical structures in human memory, e.g. in the form of taxonomies that are particularly important for content marketing or as associations. All theses constructs are important basics regarding the advertising effect of content marketing. 

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Basics of Content MarketingContent marketing is a marketing discipline that has gained increasing importance in recent years and tries to achieve marketing goals with non-advertising, rather editorial-journalistic content. Content marketing is a strategic approach that is implemented on the website, in social media and in various formats.

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Advertising Effectiveness Model of Content Marketingtent marketing (which is presented in more detail here) shows that this is possible both on a direct effect path (DCE, Direct Content Effect), e.g. by creating awareness, trust, etc. On the other hand, there is an indirect effect (PCE, Preperatory Content Effect), according to which content marketin

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Changing AttitudesLikelihood Model (ELM), which is widely used in psychology, as well as the Heuristic Systematic Model (HSM), which is similar to the ELM. Both assume that attitudes are formed and changed on the one hand by active thinking (conscious cognitive processing of communication content), but also by proces

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How Behavior Arises and Can Be Influencedtion to act, which in turn arises from attitudes. But the influence of perceived norms and abilities also comes into play. And the MODE model of psychology also shows how attitudes and motivation shape human behavior. By influencing attitudes, motivation, perceived social norms and perceived abiliti