Centennials and Millennials’ Social Content Marketing Behaviour: A Predictive Analytics Approach
Raheem Mafas1, Mudiarasan Kuppusamy2

1Raheem Mafas, Faculty of Computing, Engineering &Technology, Asia Pacific University of Technology & Innovation, Malaysia.
2Mudiarasan Kuppusamy, Centre of Business Innovation & Digitisation, Faculty of Business & Management, Asia Pacific University of Technology & Innovation, Malaysia.
Manuscript received on 06 February 2019 | Revised Manuscript received on 12 February 2019 | Manuscript Published on 19 February 2019 | PP: 405-414 | Volume-7 Issue-5S January 2019 | Retrieval Number: ES2173017519/19©BEIESP
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)

Abstract: Digital marketing has emerged with the technology advancement and is conducted with content marketing as its main fulcrum. Content marketing is a form of digital marketing focusing on effective contents to stimulate the interest of the online audiences. In this line, the emergence of social media platforms created a new marketing dimension termed as social content marketing which has evolved the way marketing is accomplished. The purpose of this study is to model the social media behaviour of centennials and millennials pertaining to social content marketing. Using descriptive and predictive analytical approaches, it was discovered that the social media behaviour of centennials and millennials, pertaining to their “LIKE” and “SHARE” of posts of different content types is dynamically associated with their demographic aspects namely gender, age and country of origin. For example, most of the males use Facebook and females use Instagram with age-wise minimal dissimilarities. Further, the analysis revealed the most preferred social media posts and its significant attributes which stimulate the centennials and millennials to “LIKE” and “SHARE” on social media. For instance, Stories (Testimonials) are the most preferred social media posts type with story content, readability and catchy title as the key attributes. Subsequently, a functional framework was designed with all the feasible aspects which can support to obtain significant benefits from the social content marketing. Such a framework is anticipated to be of benefit to marketeers who are in the realm of social content marketing.
Keywords: Content Marketing, Social Content Marketing, Social Media Behaviour.
Scope of the Article: Predictive Analysis