The Effectiveness of Digital Content Marketing type and Formate on Consumer Purchase Intention: The Moderator Role of Platform type

Document Type : Original Article

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Assistant Professor, Department of Business Administration Faculty of Business - Alexandria University The Egyptian Arabic Republic

Abstract

The study examines the effect of Digital Content Marketing Type: Informative value, Entertainment value ,Social Interaction value and Content Formate : Easy understood content,  brand story content  , goods information content on Consumer Purchase Intention . In addition to the study aims to explore the moderator role of Platfom: web-site , search engine optimization, and social media. A questionnaire was developed and distributed to a sample of 276 students. Structural equation modeling was utilized to test the research hypotheses. The results indicate that the content marketing type and content formate have positive effect on purchase intention . Furthermore, The Informative value , Social Interaction value and brand story content have positive effect on purchase intention . In addition to the Platform are not playing a  moderating role between Digital Content Marketing Type , Content Formate  and Purchase intention .Although the results indicte that the integration between content marketing and social media platforom increase the effect ofContent Marketing on Purchase intention and integration between content formate and web-site platform increase the effect of Content formate on Purchase intention.The research results are very useful, because it offers a framework and practical evidence for e-marketing managers and  content  creator .

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