Content marketing on social media plays an undeniable role in business communication strategies. In fact, it appears as an emerging trend in many sectors, including event sponsorship. This scoping review explores how content marketing influences online customer engagement when used as a sponsorship activation tool. Utilizing a systematic approach aligned with the Joanna Briggs Institute (JBI) Methodological Guidelines and PRISMA-ScR framework, this study synthesizes findings from 66 peer-reviewed studies spanning multiple industries and geographic regions. This scoping review identifies key mechanisms through which content marketing enhances online customer engagement, including personalized and interactive content, real-time marketing, emotional storytelling, and social media integration. Findings suggest that content marketing fosters higher levels of customer interaction, including likes, comments, shares, electronic word-of-mouth (e-WOM), and increased brand recall. Furthermore, sponsorship activations that leverage content marketing strategies contribute to deeper brand-customer relationships, strengthen brand equity, and enhance customer trust and loyalty. A critical insight of this review presents the growing role of digital platforms and influencer collaborations in amplifying sponsorship effectiveness. Brands that incorporate user-generated content (UGC), gamification, and immersive digital experiences tend to drive greater engagement. Additionally, the study highlights the importance of culturally relevant and ethically transparent content in fostering audience connections across diverse markets.

This study looks at how businesses use content marketing, such as social media posts, videos, and online campaigns, as part of their sponsorship strategies to engage people online. It reviews and summarizes existing research to better understand how these digital efforts influence customer actions like liking, sharing, and commenting on brand content. This research is important because traditional advertising is becoming less effective, and businesses need new ways to build strong relationships with customers. Sponsorships backed by creative and engaging content offer a powerful way to connect with today’s digital audiences. The key takeaways are: content that is personalized, interactive, and emotionally engaging tends to attract more attention and build deeper customer trust. Brands that use influencer partnerships, user-generated content, and real-time engagement on platforms like Instagram or TikTok are more likely to turn passive viewers into loyal supporters. The study also highlights the growing value of ethical, culturally relevant content and the potential of new technologies like artificial intelligence and virtual reality in future sponsorship marketing strategies.