From Digital Content Marketing to Purchase intentions: discovering the Mediating Role of eWOM and Customer Engagement

Abstract

This study explores the effect of Digital Content Marketing (DCM) on Purchase Intentions (PI) in the foodservice sector, focusing on the mediating roles of Electronic Word of Mouth (eWOM) and Customer Engagement (CE). Despite the growing importance of digital marketing and content marketing, few studies have examined how both eWOM and CE together influence the DCM and PI relationship. Using a quantitative approach, data were collected through a Likert-scale questionnaire with 283 valid responses. Analyses included Validity, Reliability, Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM) via AMOS, along with SPSS-based descriptive and normality tests. Results show that DCM positively impacts PI, with eWOM partially mediating this From Digital Content Marketing to Purchase intentions: discovering the … Mostafa ElBolok ‫عشش‬ ‫السادط‬ ‫الوضلذ‬ ‫الزالذ‬ ‫العذد‬-ْ٘‫ْٗل‬ 0202 086 effect. DCM also enhances CE, but CE does not mediate the link between DCM and PI., Electronic word of mouth. : ‫الملخص‬ ‫حأر٘ش‬ ‫ححل٘ل‬ ٔ‫إل‬ ‫الذساست‬ ٍ‫ُز‬ ‫حِذف‬ ٔ‫الشلو‬ ْٓ‫بالوحخ‬ ‫الخسْٗك‬ (DCM) ‫ً٘ت‬ ٔ‫عل‬ ‫الششاء‬ (PI) ًّٖ‫اإللكخش‬ ِٖ‫الشف‬ ‫الخسْٗك‬ ‫هي‬ ‫لكل‬ ‫الْس٘ظ‬ ‫الذّس‬ ‫دساست‬ ‫هع‬ ، (eWOM) ‫العوالء‬ ‫ّحفاعل‬ (CE) ‫هي‬ ‫لكل‬ ‫الْس٘ظ‬ ‫الذّس‬ ‫حٌاّلج‬ ٖ‫الخ‬ ‫األبحاد‬ .‫الوطاعن‬ ‫لطاع‬ ٖ‫ف‬ eWOM ّ CE ‫هخض‬ ‫بشكل‬ ‫اهي‬ ‫ُزا‬ ‫ّلخغط٘ت‬ .‫الفِن‬ ٖ‫ف‬ ‫فضْة‬ ‫ٗخشن‬ ‫هوا‬ ،‫هحذّدة‬ ‫صالج‬ ‫ها‬ َ‫حْصٗع‬ ‫ّحن‬ ،‫ل٘كشث‬ ‫هم٘اط‬ ٔ‫عل‬ ٌٖ‫هب‬ ‫اسخب٘اى‬ ‫باسخخذام‬ ٖ‫كو‬ ‫بحذ‬ ‫هٌِش‬ ‫اعخواد‬ ‫حن‬ ،‫الضاًب‬ ‫باسخخذام‬ ‫اإلًخشًج‬ ‫عبش‬ Microsoft Forms ‫صوع‬ ‫ل٘خن‬ ، 283 ‫لضواى‬ .‫صالحت‬ ‫اسخضابت‬ ‫ح‬ ،‫ّالزباث‬ ‫الصذق‬ ‫اخخباساث‬ ‫صشٗج‬ ُ ‫أ‬ ،‫الم٘اط‬ ‫دلت‬ ٕ‫الخأك٘ذ‬ ‫العاهل‬ ‫ححل٘الث‬ ‫لخِا‬ (CFA) ‫ًّوزصت‬ ‫االسحباط‬ ‫ححل٘ل‬ ‫باسخخذام‬ ‫الفشض٘اث‬ ‫اخخباس‬ ‫حن‬ ‫كوا‬ .‫الذساست‬ ‫ًوْرس‬ ‫هي‬ ‫للخحمك‬ ‫الِ٘كل٘ت‬ ‫الوعادالث‬ (SEM) ‫بشًاهش‬ ‫عبش‬ AMOS ‫الْصف٘ت‬ ‫الخحل٘الث‬ ٔ‫إل‬ ‫باإلضافت‬ ، ‫باسخخذام‬ ٖ‫الطب٘ع‬ ‫الخْصٗع‬ ‫ّححل٘الث‬ SPSS. ‫أى‬ ‫الٌخائش‬ ‫أظِشث‬ DCM ٘‫حأر‬ َ‫ل‬ ٖ‫إٗضاب‬ ‫ش‬ ‫أى‬ ‫كوا‬ ،‫الششاء‬ ‫ً٘ت‬ ٔ‫عل‬ eWOM ‫ٗخْسظ‬ ‫ال‬ ‫بٌ٘وا‬ ،‫ًا‬ ٘‫صضئ‬ ‫الخأر٘ش‬ ‫ُزا‬ ‫ٗخْسظ‬ CE ‫العاللت‬ ‫ب٘ي‬ DCM ‫الششاء‬ ‫ًّ٘ت‬. : ‫المفتاحية‬ ‫الكلمات‬ ‫الكالم‬ ،‫العوالء‬ ‫حفاعل‬ ،‫الششاء‬ ‫ً٘ت‬ ،ٔ‫الشلو‬ ْٓ‫بالوحخ‬ ‫الخسْٗك‬ ،ٔ‫الشلو‬ ‫الخسْٗك‬ ًّٔ‫اإلل٘كخش‬ ِٔ‫الشف‬