The Synergy of Content Marketing and CSR: A Pathway Building Brand Awareness in Social Enterprises

DOI

10.2991/978-94-6239-709-5_61How to use a DOI?

Keywords

Content Marketing; CSR; Brand Awareness; Social Enterprises; Environmental

Abstract

This study investigates the synergistic effects of content marketing and Corporate Social Responsibility (CSR) on brand awareness within social enterprises, focusing on Rappo ID, a company dedicated to upcycling plastic waste and empowering local women. While content marketing and CSR have been examined separately, their combined impact on brand recognition in social enterprises remains underexplored. By analyzing Rappo ID’s implementation of both strategies, this research explores how content marketing engages consumers through relevant content, while CSR activities enhance consumer perceptions of the brand’s social and environmental contributions. The study found that each strategy independently contributed to brand awareness, and their combined use significantly amplified consumer engagement and brand loyalty. These findings offer insights for social enterprises aiming to enhance brand recognition by integrating content marketing and CSR initiatives. This study contributes to the understanding of how these strategies work together to create a powerful and socially responsible brand. The findings demonstrate that content marketing and CSR strategies not only contribute individually to brand awareness but also create synergy when implemented together. This combination amplifies consumer engagement and fosters brand loyalty, offering valuable insights for social enterprises seeking to strengthen their brand identity. The research underscores the importance of integrating content marketing with CSR initiatives to create a compelling brand image. These results have implications for practitioners and researchers in marketing, corporate social responsibility, and social entrepreneurship, providing a foundation for exploring how these strategies can optimize impact on brand awareness and consumer perceptions.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Ricca Nourma Yusnitha
AU  - Abdul Razak Munir
PY  - 2026
DA  - 2026/06/20
TI  - The Synergy of Content Marketing and CSR: A Pathway Building Brand Awareness in Social Enterprises
BT  - Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025)
PB  - Atlantis Press
SP  - 896
EP  - 910
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-709-5_61
DO  - 10.2991/978-94-6239-709-5_61
ID  - Yusnitha2026
ER  -