This study aims towards identifying and modelling the significant factors which act as enablers for the branded content to be used strategically by marketers as a marketing tool in the COVID-19 era. A qualitative approach was adopted for this study, and significant factors associated with branded content were identified from the literature review and primary survey. The factors were then verified by the experts in the area of branding and digital marketing. Total interpretive structural modelling (TISM) and Decision-making Trial and Evaluation Laboratory (DEMATEL) techniques were used to model the factors as per their contextual relationships. As per the model outcomes from TISM and DEMATEL approaches, branded content is an efficient marketing tool that promises value delivery to stakeholders. This, in turn, depends on the authenticity and transparency in content development and distribution. The most significant driving enablers for the system suggest efficient measurement and evaluation strategies and the customer as co-creator for the branded content.

中文翻译：

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将品牌内容的促成因素建模为 COVID-19 时代的战略营销工具

本研究旨在识别和建模作为品牌内容推动因素的重要因素，这些因素将被营销人员战略性地用作 COVID-19 时代的营销工具。本研究采用定性方法，并从文献综述和初步调查中确定了与品牌内容相关的重要因素。这些因素随后由品牌和数字营销领域的专家进行验证。总体解释性结构建模 (TISM) 和决策试验和评估实验室 (DEMATEL) 技术用于根据上下文关系对因素进行建模。根据 TISM 和 DEMATEL 方法的模型结果，品牌内容是一种有效的营销工具，可以向利益相关者承诺价值交付。这反过来，取决于内容开发和分发的真实性和透明度。系统最重要的驱动因素建议有效的测量和评估策略，以及作为品牌内容的共同创造者的客户。