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Digital Content Marketing and EWOM: A Mediational Serial Approach

Author

Listed:
  • Hasani Vjollca Visoka

    (Faculty of Economics, AAB University, Pristina, Kosovo)

  • Zeqiri Jusuf

    (Faculty of Business and Economics, South East European University, Tetovo, North Macedonia)

  • Todorovik Teodora

    (Faculty of Business and Economics, South East European University, Tetovo, North Macedonia)

  • Jaziri Dhouha

    (Faculty of Economic Sciences and Management, University of Sousse, FsegSo, Cité Riadh, Sousse, Tunisia)

  • Toska Asdren

    (Faculty of Business and Economics, South East European University, Tetovo, North Macedonia)

Abstract

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.

Suggested Citation

  • Hasani Vjollca Visoka & Zeqiri Jusuf & Todorovik Teodora & Jaziri Dhouha & Toska Asdren, 2023. "Digital Content Marketing and EWOM: A Mediational Serial Approach," Business Systems Research, Sciendo, vol. 14(2), pages 24-43, December.
    • Handle: RePEc:bit:bsrysr:v:14:y:2023:i:2:p:24-43:n:2
    DOI: 10.2478/bsrj-2023-0010
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    More about this item

    Keywords

    Brand awareness; customer engagement; customer retention; digital content marketing; e-WOM; purchase intention;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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