Impact of Content Marketing on the Brand Image of Selected Unilever's Personal Care Brands through the Social Media

Abstract

This article justifies the importance of digital content to Unilever's personal care brands. It is essential to have a perspective on the impact of content marketing on the brand image of the selected personal care brands through social media. This study aims to find out whether content marketing has a positive or negative impact on the brand image of selected brands on their respective social media platforms. The objective will be supported by a quantitative research design using surveys as the main instrument for data gathering. This study will target approximately 271 respondents, ages 18 to 30 years old, residing in Quezon City, Caloocan, and Manila. Moreover, they are the chosen respondents because they belong to the age group and generation considered active and present on most social media platforms. The quantitative data to be collected will be analyzed using the recommended statistical treatments: weighted mean, standard deviation, T-test, frequency, and percentage distribution.