163742 20251030150827.0 doi 10.1111/ijcs.70122 sideral 145824 ART-2025-145824 eng Lapresta-Romero, Sara Universidad de Zaragoza Digital Content Marketing: A Systematic Literature Review and Research Agenda 2025 Continues to evolve, this systematic literature review aims to identify research gaps, thoroughly examine the state of the art, and provide researchers and managers with a comprehensive future agenda. To achieve this, we use the theory–characteristics–context–methods protocol, incorporating an analysis of 85 research articles. The findings classify digital content elements employed by firms into six broad categories—visual, auditory, linguistic, symbolic, social, and message—and identify their influence on various outcomes, including engagement, purchase intention and sales, brand‐related outcomes, and consumers' content perceptions and attitudes. Additionally, the findings identify significant research gaps and propose several areas for further investigation. The article serves as a comprehensive review of digital content, addressing the fragmented nature of the field and proposing a comprehensive conceptual framework. Access copy available to the general public Unrestricted info:eu-repo/grantAgreement/ES/AEI/PID2020-118425RB-I00 info:eu-repo/grantAgreement/ES/AEI/PID2024-159398OA-I00 info:eu-repo/grantAgreement/ES/DGA-FSE/S54-GENERES Group info:eu-repo/semantics/openAccess by https://creativecommons.org/licenses/by/4.0/deed.es info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Hernández-Ortega, Blanca Universidad de Zaragoza (orcid)0000-0003-0752-3202 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 49, 6 (2025), [21 pp.] Int. j. consum. stud. INTERNATIONAL JOURNAL OF CONSUMER STUDIES 1470-6423 1147722 http://zaguan.unizar.es/record/163742/files/texto_completo.pdf Versión publicada 2423904 http://zaguan.unizar.es/record/163742/files/texto_completo.jpg?subformat=icon icon Versión publicada oai:zaguan.unizar.es:163742 articulos driver 2025-10-30-14:40:05 ARTICLE