The Digital Buying Behavior: Exploring the Nexus of Content Marketing, Social Media Marketing, Online Convenience, and Brand Equity

Abstract

This research investigates digital marketing factors, such as content marketing's impact on consumer purchase intention, with the mediation effects of social media marketing and online convenience. The study further analyzes the moderating role of brand equity in increasing consumer purchase intention. The findings demonstrate that content marketing has a significant and positive impact on the behavior of consumer purchase intention and is also positively associated with social media marketing. Further results indicate that social media marketing is positively associated with consumer behavior, and online convenience is significantly associated with consumer purchase intention. Thus, the mediating effects of social media marketing and the relationship between content marketing and consumer purchase intention and online convenience significantly mediate the impact of content marketing and consumer purchase intention. Also, the moderating effects of brand equity between social media marketing and consumer purchase intention. The moderating effects of the brand equity between online convenience and consumer purchase intention and the moderating effects of the brand equity between content marketing and consumer purchase intention.