Developing a Model of Content Marketing in Creative Economy Marketing Strategies to Influence Consumer Purchase Intentions

The creative economy, which is a cluster of industries encompassing arts and crafts, audio and video, visual arts, architecture, performing arts, fashion, design, and so on, building on human creativity, knowledge, and technology, is to be given more precedence in the Indian economy. This work aims at building a model that can act as a foundation to promote the creative economy’s performance by keeping marketing function as the key component to success. The model contemplates what factors of content marketing activities have to be prioritized so as to help a creative business unit increase its visibility and impact the attention of consumers. This study classifies the model into two components. Component 1: creative business unit model and Component 2 of the content marketing strategy model. As the model is a working model and is not proven empirically, it can be further used by researchers and marketers for advanced research and development.