Evaluating The Effectiveness Of Digital Content Marketing On The Online Purchase Intention Of The Customer

Authors

  • MARY JASMINE.N Research Scholar (Part Time), PG & Research Department of Commerce, Patrician college of Arts and Science, Chennai.
  • Dr. B. MEENA Assistant Professor & Research Supervisor, PG & Research Department of Commerce, Patrician College of Arts and Science, Chennai.

DOI:

https://doi.org/10.61808/jsrt225

Keywords:

Content marketing, Online purchase intention, customer behavior

Abstract

In today’s competitive digital marketplace, content marketing plays a crucial role in influencing consumer behavior and driving online purchases. This research investigates the effectiveness of digital content marketing on customers’ online purchase intention. Drawing from consumer behavior theories and marketing frameworks, the study explores how various elements of digital content—relevance, quality, engagement, personalization, and trustworthiness—affect purchase intention. Based on a comprehensive review of existing literature and empirical analysis, the paper concludes that well-crafted digital content significantly enhances consumer trust, brand perception, and ultimately, purchase intent. Recommendations are provided for marketers seeking to improve the impact of their digital content strategies.

Published

12-06-2025

How to Cite

MARY JASMINE.N, & Dr. B. MEENA. (2025). Evaluating The Effectiveness Of Digital Content Marketing On The Online Purchase Intention Of The Customer. Journal of Scientific Research and Technology, 3(6), 47–51. https://doi.org/10.61808/jsrt225

Issue

Section

Articles