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INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT International Peer Reviewed & Refereed Journals, Open Access Journal ISSN Approved Journal No: 2456-4184 | Impact factor: 8.76 | ESTD Year: 2016 Scholarly open access journals, Peer-reviewed, and Refereed Journals, Impact factor 8.76 (Calculate by google scholar and Semantic Scholar | AI-Powered Research Tool) , Multidisciplinary, Monthly, Indexing in all major database & Metadata, Citation Generator, Digital Object Identifier(DOI) |
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| Paper Title: | AN EMPIRICAL STUDY ON THE IMPACT OF CONTENT MARKETING ON CONSUMER PURCHASE INTENTIONS TOWARD FASHION APPAREL |
| Authors Name: | Dr.G.Alex Rajesh , Manasa.N |
| Download E-Certificate: | Download |
| Author Reg. ID: |
IJNRD_185818
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| Published Paper Id: | IJNRD2301076 |
| Published In: | Volume 8 Issue 1, January-2023 |
| DOI: | |
| Abstract: | Although content marketing has a significant impact on customer behaviour, any effort is pointless unless it can generate a buy intention and then turn it into actual purchase. The study's goal is to determine the degree to which content marketing might affect customer purchase intentions for fashion items. The qualitative research being conducted is deductive. 131 individuals were polled at branded fashion clothing retailers in Coimbatore using convenience sampling. For this goal, a structured questionnaire technique was deployed. The main data were analysed using statistical procedures such as percentage analysis, descriptive analysis, ANOVA, and the independent sample t-test. It is possible to infer that using appealing, relevant, and consistent information in content marketing increases the attractiveness of the promoted product or brand. Furthermore, content marketing is effective in converting buy intent into real sales. As social media marketing becomes more prominent, the value of utilising high-quality content grows exponentially. The uniqueness of the content increases the likelihood of purchase intent even higher. It might be argued that content marketing is very important in today's digital marketing environment. Marketers must focus on providing appealing, unique, and relevant content to boost customer perceptions of fashion clothing items. |
| Keywords: | Content marketing, social media marketing, public relations, marketing strategy, consumer behaviour, consumer purchase intention |
| Cite Article: | "AN EMPIRICAL STUDY ON THE IMPACT OF CONTENT MARKETING ON CONSUMER PURCHASE INTENTIONS TOWARD FASHION APPAREL", International Journal of Novel Research and Development (www.ijnrd.org), ISSN:2456-4184, Vol.8, Issue 1, page no.a641-a649, January-2023, Available :http://www.ijnrd.org/papers/IJNRD2301076.pdf |
| Downloads: | 000118751 |
| ISSN: |
2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar| ESTD YEAR: 2016 An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.76 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator |
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Published Paper ID:IJNRD2301076 Registration ID: 185818 Published In: Volume 8 Issue 1, January-2023 DOI (Digital Object Identifier): Page No: a641-a649 Country: COIMBATORE, Tamilnadu, India Research Area: Engineering Publisher : IJ Publication Published Paper URL : https://www.ijnrd.org/viewpaperforall?paper=IJNRD2301076 Published Paper PDF: https://www.ijnrd.org/papers/IJNRD2301076 |
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ISSN: 2456-4184
Impact Factor: 8.76 and ISSN APPROVED
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