Academic Journal of Business & Management, 2024, 6(7); doi: 10.25236/AJBM.2024.060704.
Yifan Wu, Limin Wang, Qingfeng Wang
School of Economics and Management, Zhongyuan University of Technology, Zhengzhou, China
Content marketing is divided into four dimensions: informational content, entertainment content, emotional content and interactive content, and brand resonance is taken as a mediating variable to study the influence mechanism of content marketing on consumer purchase intention. Taking Damfool as an example, this paper constructs an analytical model of "content marketing - brand resonance - consumer purchase intention" based on the SOR model, and proposes the research hypothesis. The research data is obtained through questionnaire survey and the data is analyzed by AMOS to verify the hypothesis. The results show that: content marketing has a positive effect on consumer purchase intention and brand resonance; brand resonance has a positive effect on consumer purchase intention; brand resonance plays a mediating role in the process of content marketing on consumer purchase intention.
Content marketing; Brand resonance; Consumer purchase intent; Perfume
Yifan Wu, Limin Wang, Qingfeng Wang. Research on the Influence of Content Marketing on Consumer Purchase Intention--The Case of Damfool. Academic Journal of Business & Management (2024) Vol. 6, Issue 7: 33-39. https://doi.org/10.25236/AJBM.2024.060704.
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