Influence of the Content in Brand Communities on Customer`s Behaviour (the Case of the Food Delivery Service)

Currently, content marketing is recognized as a prospective promotion tool, the potential of which, however, is often underestimated by specialists. The Master thesis investigates the impact of content in social networks on customer behavior. The aim of the dissertation is to develop a comprehensive content plan for food delivery service based on the results of a multi-stage empirical study of the content's impact on the user's purchase intention. The object of study is the content published in the brand community, the subject is the content's impact on customer behavior. Research methods include formalized monitoring, system analysis, regression analysis, expert poll. The thesis consists of three chapters: the first chapter is devoted to the generalization of the theoretical aspects of content marketing as a part of marketing strategy. The second chapter contains the empirical study, its aim is to establish the influence of certain characteristics of the content on the customer. Based on the study the comprehensive content plan and KPI system for the community are proposed, which are described in the third chapter. The content plan consists of two complementary parts: a content matrix and schedule that allows a daily assessment of the content manager and to adjust his/her actions promptly. The scientific importance of work is consists in a systematic analysis of the content's impact on customer behavior and determining the unique factors that influence on the formation of "warm" leads. Based on the results of a multistep study the integrated content plan is proposed, which, under the expert's assessment, could improve the KPIs of the brand community of food delivery service. Therefore, the practical significance lies in a further increase of customer traffic from the brand community to the website and, as a consequence, in the overall reduction in the cost of customer acquisition, because implementation of the proposals does not require additional expenses.