Abstract: With the increasing influence of the Internet, consumers tend to search the relevant information about products on the Internet. Whether enterprises can create promotional contents that inspire consumers to actively share and spread has become a new marketing challenge. Based on the information dual processing theory and SOR theory, this paper collects sample data by issuing questionnaires to some enterprises in Guangxi and establishes a theoretical model of the relationship among content marketing, brand identity, brand awareness and brand loyalty.Through reliability and validity analysis, correlation analysis, model modification and goodness of fit test, it is found that content marketing has positive effect on brand identity, and brand identity has positive effect on brand loyalty (behavioral loyalty and attitude loyalty). With the same time,brand awareness plays a positive role between content marketing and brand identity. Therefore, organization managers should effectively use content marketing strategies to create an environment conducive to consumer brand identity, so as to deepen consumers′ awareness of the brand and further enhance consumer brand loyalty.

Key words: content marketing, brand awareness, mediated moderation effect, brand identity, brand loyalty