A Content marketing and its impact on consumer purchasing intention: presentation of the results of the quantitative study based on structural equation modeling

Abstract

Social networks are rapidly developing communication outlets and sharing information with the most indispensable people in the world of millions of people worldwide. In a social network, on a trove of memories that diffuse information and those that are sensitive and redundant. This allows you to diffuse the maximum amount of information at low temperatures and close ranges. The first members of the source of information are called “influencers”. The detection of influencers is very important and used in different domains This is why some of us are interested in this through social marketing, to save influencers.

This research uses a quantitative approach based on surveys to study the influence of content shared via social networks on consumers' purchasing intention, the major objective of the survey is to generalize and deduce certain characteristics of the sample to the population studied. more concrètement, we have some focal points and focus on the rôle of influencers in the decision-making of consumers and the facts that influence the information. For this reason, we have real estate for the first time of a detailed analysis of the book on the subject and conduit a quantitative study to understand and explain certain features and complications and determine the factors that affect this intention.

Keywords : social media, influencers, purchase intent, engagement

JEL classification : M31

Paper type : Empirical Research