| Abstract: | Abstract
The recent global technological development and the digitalization that took over almost every aspect of life, resulted in massive changes in all business practices, including marketing. The traditional marketing concepts and methods have been replaced by new, modern techniques. Digital marketing in general, and more specifically, digital content marketing have become a dominant strategies adopted by many companies. Hence, there is an increased need for further research to evaluate the effectiveness of these strategies in specific markets, taking into consideration the local unique business, demographic, economic and cultural environment. The purpose of this paper is to evaluate if and to which extend digital content marketing influences the purchasing intentions and the buying behaviors of customers in the Republic of North Macedonia. The research has primarily defined five parameters that have a direct positive impact on customer purchasing intentions: lead generation, engagement, electronic word of mouth, brand awareness and customer retention. Then, we have measured how and to which extent the application of content marketing strategy impacts the customers’ buying decisions, by directly influencing the above-mentioned parameters. To test the hypothesis and answer the research question, after the literature review, an online survey was performed using convenient sampling, including 304 participants from different parts of the country. The results were analyzed in the SPSS software, using statistical methods. The findings indicate that digital content marketing has a positive influence on four out of five parameters (engagement, electronic word of mouth, brand awareness and customer retention). The research has concluded that generally, digital content marketing positively impacts purchasing intentions of the local population and investing in it will help local companies enhance their sales and improve their earnings. Further on, the multiple linear regression has helped to determine the level of this influence, which can be of immense important for businesses when making the investing decisions. Key words Content Marketing; Digital marketing, Purchasing Intentions, Willingness to buy |
EBSCOhost
World Bank
EconBiz
De Gruyter
OpenEdition
European Respiratory Journal
Mathematical Sciences Publishers Journals
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