Samenvatting

Content Marketing is one of the strategies marketers are challenging referring to the swift of consumer expectations of brands. Content marketing is started with the rise of Social Media and becomes more and more important to brands as well as consumers in the sportswear industry. But marketers think they are not effective with the use of Social Media in their content marketing strategy.
This study provides insights in the effects of content marketing via Social Media to acquire customers from the customers’ as well as brands’ point of view on the basis of literature analysis and survey research.