Modelling the Enablers for Branded Content as a Strategic Marketing Tool in the COVID-19 Era

This study aims towards identifying and modelling the significant factors which act as enablers for branded content to be used strategically by marketers a marketing tool in COVID-19 era. A qualitative approach was adopted this study, associated with were identified from literature review primary survey. The then verified experts area of branding digital marketing. Total interpretive structural (TISM) Decision-making Trial Evaluation Laboratory (DEMATEL) techniques model per their contextual relationships. As outcomes TISM DEMATEL approaches, is an efficient that promises value delivery stakeholders. This, turn, depends on authenticity transparency development distribution. most driving system suggest measurement evaluation strategies customer co-creator content.