The Impact of Digital Content Marketing on the Purchase Intention of Connected Consumers: A Study Based on Natural Ingredient- Based Personal Care Products

Abstract

Marketers of Personal Care Products are increasingly trying to cater the changing demands of the modern consumer who has information at their dispense, which is just a click away. The technology savvy connected consumers are constantly been updated through the extensive pool of information accessed by them on a daily basis. The purpose of this paper is to examine the impact of Digital Content Marketing on the Purchase Intention of connected consumers towards natural ingredient based personal care products. Furthermore, Perceived Trust is positioned as a mediator within the context of this study to enhance the understanding of whether Perceived Trust contributes to mediate the relationship between Digital Content Marketing and Purchase Intention. Moreover, the researcher also attempts to understand the age group differences for the relationship highlighted above. Data were collected from 469 respondents via a structured questionnaire and such data were analyzed through quantitative means using SPSS with the conclusion that the direct relationship between content marketing and purchase intention has been accepted while the impact of content marketing on purchase intention mediated by trust was also accepted. Moreover, it was found that age acts as a moderator within the mediated relationship of trust between content marketing and purchase intention while also acting as a moderator within the simple linear relationship between content marketing and purchase intention.