Examining The Relationship Between Digital Content Marketing And Purchase Intention: Insights From Vietnam

Abstract

In the digitalized era, the development of searching for digital content is expanded since it helps marketers build marketing strategies effectively. This paper aims to investigate the relationship between digital content underlying the uses and gratifications theory and purchase intention. Further, it also indicates the mediating effect of positive emotions and customer engagement. Importantly, entertainment and informational content display significant mediating effects compared to other content types. It is necessary to find the alignment of CE with respect to antecedents and consequences. Additionally, this is an empirical study with 260 respondents in the context of Vietnam. Through that, the contributions and implications of this present study provide new insights into not only academic marketing literature but also practical understanding.