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Content marketing is an important aspect in creating customer-brand relationships and engaging customers with the goal of driving traffic to the website and in the end driving profit. There are many indications that content marketing has to be considered as a marketing strategy and that it is an effective way of creating customer engagement. However, there is a lack in research on the consumer's perceptions toward content. To what degree are consumers interacting, co-creating and engaging in content and why do they engage? And what part does content marketing play in consumer engagement. The purpose of this study is to provide knowledge and insights on why consumers choose to engage or not engage with content in an online environment.