| Abstract [eng] |
About 2 billion people around the world consume insect based food, but such food opportunities are still viewed with skepticism in the Western world. Researchers studying the attitudes of the European population towards entomophagia have found that there is a particular lack of information on the food uses of insects, making the opportunities offered by content marketing attractive. However, the impact of content marketing strategy measures on the loyalty of entomophagous consumers has not been studied so far. The paper analyzes the tools, form and effectiveness of content marketing strategy, highlights the modern concept of consumer loyalty, stages and factors influencing entomophagia in the Western world. The paper examines the attitude of the Lithuanian population towards the tools of content marketing strategy, knowledge about entomophagia, prepares and empirically verifies the model of content marketing’s strategy influence on consumer loyalty. It has been found that insect food companies use social networks, branded websites, blogs as content marketing tools, and consumer loyalty is understood as repeated regular purchases, so the impact of content marketing on consumer loyalty cannot be assessed from their point of view. A consumer survey revealed that forms of content marketing such as interviews, recipes, authored articles are rated more positively than negatively, and video and audio forms are rated best. Analysis of the results of the study showed that a greater amount of knowledge about entomophagia encourages tasting and recommending to others, but the amount of knowledge does not depend on the amount of knowledge sources. Also has been revealed that the emotion of disgust is irrational. Thus, it can be argued that content marketing affects consumer loyalty, but it is particularly important not only tools and forms in which information reaches consumers, but also the information itself, as it can influence entomophagic rejection factors. |
