AN EMPIRICAL STUDY ON THE IMPACT OF CONTENT MARKETING ON CONSUMER PURCHASE INTENTIONS TOWARD FASHION APPAREL

Registration ID: IJNRD_185818

Published ID: IJNRD2301076

DOI: Click Here to Get

Dr.G.Alex Rajesh , Manasa.N

Content marketing, social media marketing, public relations, marketing strategy, consumer behaviour, consumer purchase intention

Although content marketing has a significant impact on customer behaviour, any effort is pointless unless it can generate a buy intention and then turn it into actual purchase. The study's goal is to determine the degree to which content marketing might affect customer purchase intentions for fashion items. The qualitative research being conducted is deductive. 131 individuals were polled at branded fashion clothing retailers in Coimbatore using convenience sampling. For this goal, a structured questionnaire technique was deployed. The main data were analysed using statistical procedures such as percentage analysis, descriptive analysis, ANOVA, and the independent sample t-test. It is possible to infer that using appealing, relevant, and consistent information in content marketing increases the attractiveness of the promoted product or brand. Furthermore, content marketing is effective in converting buy intent into real sales. As social media marketing becomes more prominent, the value of utilising high-quality content grows exponentially. The uniqueness of the content increases the likelihood of purchase intent even higher. It might be argued that content marketing is very important in today's digital marketing environment. Marketers must focus on providing appealing, unique, and relevant content to boost customer perceptions of fashion clothing items.

Published Paper   E-Certificate

Dr.G.Alex Rajesh & Manasa.N (January-2023). AN EMPIRICAL STUDY ON THE IMPACT OF CONTENT MARKETING ON CONSUMER PURCHASE INTENTIONS TOWARD FASHION APPAREL. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 8(1), a641-a649. https://ijnrd.org/papers/IJNRD2301076.pdf

Volume 8 Issue 1, January-2023

Pages : a641-a649

Paper Reg. ID: IJNRD_185818

Published Paper Id: IJNRD2301076

Downloads: 000121997

Research Area: Engineering

Country: COIMBATORE, Tamilnadu, India

Published Paper PDF: https://ijnrd.org/papers/IJNRD2301076.pdf

Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2301076

Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)

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