Content Is King: The Impact Of Content Marketing On Online Repurchase Intention

Abstract

Content marketing (CM), which tries to increase customer brand engagement and trust, is expanding as online customer/company interactions increase. However, despite its rising use as a contemporary marketing technique, research on it is limited, resulting in an important knowledge gap. This study aims to investigate the impact of (CM) on online repurchase intention (ORPI) through brand trust (BT) and customer brand engagement (CBE) in online apparel shopping. In general, this study's findings found a significant positive direct impact for CM on BT, CBE, and ORPI. Furthermore, CBE has a significant positive impact on BT. Additionally, BT and CBE significantly and positively impacted ORPI. From the mediation analysis results, it was found that CBE did not mediate the positive impact of CM on ORPI. Furthermore, it was found that BT mediates the positive impact of CM on ORPI. As a result, this study provides useful insights into online apparel shopping may increase ORPI by achieving BT, CBE, and presenting suitable marketing content.