THE EFFECT ON DIGITAL CONTENT MARKETING ON ONLINE PURCHASE INTENTION: THE MODERATOR ROLE OF AGE AND GENDER VARIABLES

Authors : Miray GÜLSOY, Leyla LEBLEBİCİ KOÇER

Pages : 147-163

Doi:10.48070/erciyesakademi.1232623

View : 34 | Download : 13

Publication Date : 2023-03-29

Article Type : Research Paper

Abstract :This study examines how digital content marketing affects consumers\` intentions to make online purchases. It tries to identify how demographic data on gender and age play a moderating impact. A face-to-face survey approach was used to collect data from 620 participants as part of the research, and PLS-SEM analysis was applied to the results. Obtained results demonstrate that gender and age variables do not moderate the relationship between digital content marketing and online purchase intention variables, even though they demonstrate that digital content marketing methods are extremely effective on online purchase intention. Thus, the study has shown that age and gender factors, which have been looked at for companies to accurately determine their target audiences and potential customer profiles, do not have a moderating role, despite evidence showing that digital content marketing is an important strategy in consumers\` preferences for online shopping.
Keywords : İçerik, Dijital pazarlama, Sosyal medya, Online alışveriş

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