Purchase Intention of Content Consumers: Role of Customer Engagement
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This study generates new knowledge on how digital content marketing affects customer engagement and purchase intention. While Phase I of the study is conducted on Indian youngsters to understand their expectations of brand’s content by employing the Theory of Consumption Values, for Phase II of the study, a hypothetical content (stimuli) is developed based on the findings of Phase I. Thereafter, the stimuli is used to gauge consumers’ attitude towards content marketing, engagement, and purchase intention. The study uncovers customers’ expectations from digital marketers and provides significant insights into what works and what doesn’t in content marketing.
Abstract
This study generates new knowledge on how digital content marketing affects customer engagement and purchase intention. While Phase I of the study is conducted on Indian youngsters to understand their expectations of brand’s content by employing the Theory of Consumption Values, for Phase II of the study, a hypothetical content (stimuli) is developed based on the findings of Phase I. Thereafter, the stimuli is used to gauge consumers’ attitude towards content marketing, engagement, and purchase intention. The study uncovers customers’ expectations from digital marketers and provides significant insights into what works and what doesn’t in content marketing.
참고문헌 (71)
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