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Business Systems Research : International journal of the Society for Advancing Innovation and Research in Economy, Vol. 14 No. 2, 2023.

Original scientific paper

https://doi.org/10.2478/bsrj-2023-0010

Digital Content Marketing and EWOM: A Mediational Serial Approach

Vjollca Visoka Hasani ; Faculty of Economics, AAB University, Pristina, Kosovo
Jusuf Zeqiri orcid id orcid.org/0000-0003-3701-816X ; Faculty of Business and Economics, South East European University, Tetovo, North Macedonia
Teodora Todorovik ; Faculty of Business and Economics, South East European University, Tetovo, North Macedonia
Dhouha Jaziri orcid id orcid.org/0000-0002-2907-0833 ; Faculty of Economic Sciences and Management, University of Sousse, FsegSo, Cité Riadh, Sousse, Tunisia
Asdren Toska ; Faculty of Business and Economics, South East European University, Tetovo, North Macedonia

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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.

Keywords

Brand awareness, customer engagement, customer retention, digital content marketing, e-WOM, purchase intention.

Hrčak ID:

315606

URI

https://hrcak.srce.hr/315606

Publication date:

31.12.2023.

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