Digital Content Marketing and EWOM: A Mediational Serial Approach
Published Online: Apr 25, 2024
Page range: 24 - 43
Received: Sep 21, 2022
Accepted: Nov 28, 2023
DOI: https://doi.org/10.2478/bsrj-2023-0010
Keywords
© 2023 Vjollca Visoka Hasani et al., published by Sciendo
This work is licensed under the Creative Commons Attribution 4.0 International License.
Background
In this study, the parameters that directly impact purchase intentions were analysed, such as electronic word of mouth, customer engagement, brand awareness, and customer retention.
Objectives
This study aimed to explore the impact of digital content marketing on customer purchase intentions.
Methods/Approach
The study used Partial Least Square Structural Equation Modeling (PLS-SEM) to explore the hypothesised relationships between variables and the extent to which digital content marketing strategies influence purchase intention.
Results
The study’s findings highlighted that content marketing positively impacts electronic word of mouth, brand awareness, customer retention, and customer engagement. In contrast, the results revealed that content marketing does not directly impact purchase intentions.
Conclusions
The study’s results indicate that digital content marketing affects purchase intentions indirectly, primarily through customer engagement, brand awareness, customer retention, and electronic word of mouth. In essence, the complete impact of digital content marketing on purchase intention is realised through these indirect factors. The findings enrich the literature on digital content marketing and provide some practical implications for companies to invest more in this direction to improve their performance.