Identifying Effective Factors in Customer Knowledge Acquisition in Digital Content Marketing: A Meta- Synthesis

Digital content marketing is an example of new communication and online approaches that is expanding and penetrating among its users. this type of marketing is a process to create high- quality and valuable content to guide customers and introduce your brand and attract customers. the current research seeks to identify the knowledge components effective on the requirements and consequences of effective digital content marketing to facilitate knowledge acquisition. in the present study, using the systematic review and meta-synthesis approach, the results and findings of previous research were analyzed by performing the 7 steps of the sandelowski and barroso method, and the knowledge components that are effective on the requirements and consequences of effective digital content marketing. to measure reliability and quality control, the kappa method was used, and its value identified for the indicators at the level of excellent agreement. the results of the data analysis obtained the max qda software led to the identification of 38 knowledge areas containing consequences in the form of seven components and two general dimensions and 21 knowledge areas containing the requirements of effective digital content marketing in the form of four components and two general dimensions. finally, the customers' behavioral engagement with the brand was identified as the indicator with the highest frequency among the consequences and attention to the characteristics of the audience as the indicator with the highest frequency among the requirements of effective content marketing. it was concluded that the knowledge obtained from these interactions can help the field of digital content marketing.