Work

The Influence of Content Marketing on Consumers' Purchase Intention Based on SOR Theory

Year: 2023

Type: article

Abstract: The popularization of social media makes content marketing gradually attract the attention of enterprises and marketing academia. On this basis, this paper hopes to dig deeper into the relationship between content marketing and purchase intention and introduce brand identity into the empirical model. The following conclusions are drawn: (1) content marketing positively affects purchase intention; (2) content marketing positively affects brand identity; (3) brand identity positively affects purchase intention; (4) brand identity partially mediates the relationship between content marketing and purchase intention.

Source: Journal of Asia-Pacific and European Business

Authors: Yu, Jiayi, Li, Jian

Institution: Guangdong University of Foreign Studies

Language: English

Topic: Digital Marketing and Social Media

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W7220325318

FWCI:

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