MS, MAHRINASARI (2021) Digital Content Marketing Strategy in Increasing Customer Engagement in Covid-19 Situation. International Journal of Pharmaceutical Research | Jan - Mar 2021 | Vol 13 | Issue 1, 13, (1). pp. 4797-4805. ISSN 0975-2366

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4797-4805_IJPR1301684 ARTIKEL PUBLIKASI DIGITAL CONTENT MARKETING STRATEGY ANGGA 26 JAN 2021.pdf

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Abstract

Today's customer-focused marketing aims to get customer engagement to be a concern for practitioners and academics. This research sees from the perspective of content marketing communication that uses two different theories of content marketing, namely the use and generation theory (UGT) that delivers customers value and the user-generated content (UGC) from the direct customers who deliver it. The quantitative approach was taken by taking a sample of 267 respondents who visit the e-commerce shopping mall in Indonesia. The results of the study stated that the two theories of content marketing have a significant effect on customer engagement and purchase intentions as well as the customer engagement plays a mediating role in the effect of digital content marketing on purchase intention. Companies can focus on content delivered through the website that is useful to attract customers to be involved in the product marketing process both intentionally and unintentionally. Keywords: Used and generations, user-generated content, customer engagement, purchase intention

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ekonomi dan Bisnis (FEB) > Prodi Manajemen
Depositing User: Mahrinasari MS
Date Deposited: 06 Nov 2021 03:04
Last Modified: 06 Nov 2021 03:04
URI: http://repository.lppm.unila.ac.id/id/eprint/35207

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