IMPACT OF DIGITAL CONTENT MARKETING ON PURCHASE INTENTIONS FOR ONLINE SHOPPING POST COVID-19 PANDEMIC

Abstract

This study looks at the effect of digital marketing content from the perspective of User and Gratification Theory (UGT) by E commerce companies within India on purchase intentions as mediated by customer’s engagement. This research is an empirical study conducted by studying a sample of 200 respondents collected post Covid-19 lockdown in Gujarat who have experience of shopping online on various e commerce websites. The result of the study stated that digital content marketing has a significant impact on customer engagement and purchase intentions. Hence the content created by various companies need to focus on content which attracts customers and build a long term customer engagement.