Nowadays, despite a fast growing of the role of content marketing and its importance as one of modern marketing tools, there are lack of studies about it. The purpose of this paper is to explore how the power of Digital Content Marketing and Social Impact Theory in food industry lead to e-wom and Consumer Engagement in three provinces (Iran and Afghanistan). Applied method has been used for this research in which the questionnaire has been utilized in order to gather the required data for describing the research variables and interpreting the relations among them. The analysis unit in this research is a company that is expert in content marketing and active in Instagram food industry. The frequency distribution tables and the structural equations model have been used to describe the data. The importance of this research is to recognize that how Digital Content Marketing for Iranian and Afghanistan Instagram users can increase the effectiveness of content marketing elements in food industry businesses. The results indicate that all of hypothesis were accepted, except the eighth one that effect ofself-expression on normative social impact was rejected. Discussion and managerial implication concerning content marketing were explained.
