How ephemeral content marketing enhances brand love and customer engagement: the mediating role of brand authenticity, self-brand connection and perceived advertising values

Abstract

Ephemeral content marketing is a strategy that leverages short-lived and interactive content to capture the attention and interest of consumers. Despite its popularity among marketers and social media platforms day by day, there is a lack of review studies that discover how ephemeral content marketing affects consumers' attitudes and behaviors toward brands. Building on the extant literature, this study aims to explore the mechanisms through which ephemeral content marketing enhances brand love and customer engagement. This research was conducted using a quantitative method of interviewing via online questionnaire with a sample of 728, analyzing data by using the PLS-SEM model. We conclude that ephemeral content marketing increased advertising value, self-brand connection, and brand authenticity. These three factors, in turn, positively influenced brand love and customer engagement. The study provides theoretical and managerial insights for understanding and implementing ephemeral content marketing effectively.