IMPACT OF DIGITAL CONTENT MARKETING ON PURCHASE INTENTIONS FOR ONLINE SHOPPING POST COVID-19 PANDEMIC

Authors

  • Dr. Twinkle M Trivedi SLIBM

DOI:

https://doi.org/10.55829/010204

Keywords:

User and Gratification theory, Customer engagement, Digital Content Marketing, E-commerce

Abstract

This study looks at the effect of digital marketing content from the perspective of User and Gratification Theory (UGT) by E commerce companies within India on purchase intentions as mediated by customer’s engagement. This research is an empirical study conducted by studying a sample of 200 respondents collected post Covid-19 lockdown in Gujarat who have experience of shopping online on various e commerce websites. The result of the study stated that digital content marketing has a significant impact on customer engagement and purchase intentions. Hence the content created by various companies need to focus on content which attracts customers and build a long term customer engagement.

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Published

07-06-2022

How to Cite

Trivedi, T. (2022). IMPACT OF DIGITAL CONTENT MARKETING ON PURCHASE INTENTIONS FOR ONLINE SHOPPING POST COVID-19 PANDEMIC. International Journal of Management, Public Policy and Research, 1(2), 24–33. https://doi.org/10.55829/010204

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