The Influence of Content Marketing on Consumers' Purchase Intention Based on SOR Theory
Keywords:
Content marketing, Brand identity, Purchase IntentionAbstract
The popularization of social media makes content marketing gradually attract the attention of enterprises and marketing academia. On this basis, this paper hopes to dig deeper into the relationship between content marketing and purchase intention and introduce brand identity into the empirical model. The following conclusions are drawn: (1) content marketing positively affects purchase intention; (2) content marketing positively affects brand identity; (3) brand identity positively affects purchase intention; (4) brand identity partially mediates the relationship between content marketing and purchase intention.
References
Adjei, M.T., Noble, S.M., & Noble, C. H. (2010). The Influence of C2C Communications in Online Brand Communities on Customer Purchase Behavior. Journal of the Academy of Marketing Science, 38 (5):634-653.
Bagozzi, R. P., & Dholakia, U. M. (2006). Antecedents and Purchase Consequences of Customer Participation in Small Group Brand Communities. International Journal of Research in Marketing, 23, 45-61.
Berger, J. A., & Milkman, K. L. (2012). What Makes Online Content Viral? Journal of Marketing Research, 49, 192 - 205.
Dodds, W.B., Monroe, K.B., & Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research, 28, 307 - 319.
Eagly, A.H., & Chaiken, S. (1993). The psychology of attitudes. Journal of Marketing Research, 34, 298.
Eroglu, S., Machleit, K. A., & Davis, L.M. (2003). Empirical Testing of a Model of Online Store Atmospherics and Shopper Responses. Psychology & Marketing, 20, 139-150.
Fishbein, M., & Ajzen, I. (1977). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Contemporary Sociology, 6, 244.
He, H., & Li, Y. (2011). CSR and Service Brand: The Mediating Effect of Brand Identification and Moderating Effect of Service Quality. Journal of Business Ethics, 100, 673-688.
Hu, M., & Chaudhry, S. S. (2020). Enhancing Consumer Engagement in E-commerce Live Streaming via Relational Bonds. Internet Res., 30, 1019-1041.
Kim, C. K., Han, D., & Park, S. (2001). The Effect of Brand Personality and Brand Identification on Brand Loyalty: Applying the Theory of Social Identification. Japanese Psychological Research, 43, 195-206.
Kuenzel, S., & Halliday, S. V. (2010). The Chain of Effects from Reputation and Brand Personality Congruence to Brand Loyalty: The Role of Brand Identification. Journal of Targeting, Measurement & Analysis for Marketing, 18, 167-176.
Lastovicka, J. L., & Gardner, D. M. (1979). “Components of Involvement” in Attitude Research Plays for High Stakes. Journal of Marketing Research, 27 (7):53-73.
Lieb, R., & Pulizzi, J. (2011). Content Marketing: Think Like a Publisher - How to Use Content to Market Online and in Social Media. Que Publishing.
Mehrabian, A., & Russell, J. A. (1974). A Verbal Measure of Information Rate for Studies in Environmental Psychology. Environment and Behavior, 6, 233 - 252.
McMillan, S.J., Hwang, J., & Lee, G. (2003). Effects Of Structural And Perceptual Factors On Attitudes Toward The Website. Journal of Advertising Research, 43, 400 - 409.
Mao, Y., Lai, Y., Luo, Y., Liu, S., Du, Y., Zhou, J., Ma, J., Bonaiuto, F., & Bonaiuto, M. (2020). Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone. Sustainability.
Pulizzi, J., & Barrett, N. (2009). Get Content Get Customers: Turn Prospects into Buyers with Content Marketing. Amacom, 3(12):23-46.
Setiawan, E.B., Kartini, D., Afiff, F., and Rufaidah, P. (2016). Impact of Price Fairness on Brand Image and Purchase Intention for Low Cost Car in Indonesia. International Journal of Economics, Commerce and Management, IV (9),300-308.
Zuk R. (2009). Thought Leadership on the Social Web: Six Traits that Draw People to Your Ideas. Public Relations Tactics,16 (08): 7.
Gao, D. (2019). Research on the Influence of Social Media Content Marketing on Consumers’ Brand Purchase Willingness. (Master’s Thesis, Zhejiang Gongshang University). [In Chinese, 高丹利. (2019). 微信公众号内容营销对消费者购买意愿的影响研究 (硕士学位论文, 浙江工商大学).]
Jin, L. (2006). A Brand Equity Driving Model Based on Brand Personality and Brand Identification. Journal of Beijing Technology and Business University (Social Science Edition), (01),38-43. [In Chinese, 金立印. (2006). 基于品牌个性及品牌认同的品牌资产驱动模型研究. 北京工商大学学报(社会科学版) (01), 38-43.]
Li, X., Chen, N., & Zhang, X. (2017). The Influence Mechanism of Virtual Brand Community's Perceived Value on Purchase Intention of New Product - Based on the Double Mediation of Group Identity and Brand Identity. Chinese Business and Market, (02):93-100. [ In Chinese, 李先国, 陈宁颉 & 张新圣. (2017). 虚拟品牌社区感知价值对新产品购买意愿的影响机制—基于群体认同和品牌认同的双中介视角. 中国流通经济(02),93-100.]
Pu, B., Zheng, L., & Zhang, L. (2022). Influence of the Service Quality of Booth Sales Personnel on General Audiences' Purchase Intention: The Mediating Role of Enjoyable Experience. Tourism forum, (06),25-37. [In Chinese, 蒲波, 郑丽娟 & 张璐. (2022). 展台销售人员服务质量对普通观众购买意愿的影响研究：愉悦体验的中介作用. 旅游论坛 (06), 25-37.]
Qin, S., & Wang, P. (2022). Analysis of the Influence of Short Video Content Marketing on Consumers' Purchase Intention - Take Short Video of Clothing Evaluation as an Example. Journal of Commercial Economics, (17), 98-102. [ In Chinese, 覃素香 & 王鹏飞. (2022). 短视频内容营销对消费者购买意愿的影响分析—以服装测评类短视频为例. 商业经济研究(17), 98-102.]
Sha, Z., Jiang, Y., & Wen, F. (2010). An Empirical Study: Effects of the Experiences of the Virtual Brand Community on the Brand Identification of the Community Members. Management Review, (12),79-88. [In Chinese, 沙振权,蒋雨薇 & 温飞.(2010).虚拟品牌社区体验对社区成员品牌认同影响的实证研究. 管理评论(12),79-88.]
Sun, T. (2016). The Effect of Content Marketing on Consumers’ Purchase Intentions. (Master’s Thesis, Harbin Institute of Technology). [In Chinese, 孙天旭. (2016). 内容营销对消费者购买意愿的影响研究 (硕士学位论文,哈尔滨工业大学).]
Tang, J. (2020). Brand Identity and Consumer Purchase Decision: The Mediating Role of Brand Loyalty and Satisfaction. Journal of Commercial Economics, (13), 60-62. [In Chinese, 唐娟. (2020). 品牌认同与消费者购买决策:品牌忠诚与满意度的中介作用. 商业经济研究 (13), 60-62.]
Wang, J., & Jiang, R. (2010). The Research on the Influence of Brand Community Identity for Brand Loyalty. Journal of Nanjing University of Finance and Economics, (02),72-80. [In Chinese, 王军 & 江若尘. (2010). 品牌社群认同对品牌忠诚的影响研究. 南京财经大学学报 (02), 72-80.]
Wei, J., Wang, L., & Liu, Y. (2020). Study on the Influence Factors of Short Video on Users' Book Purchase Intention. China Publishing Journal, (06), 8-14. [In Chinese, 隗静秋, 王翎子 & 刘彦玥. (2020). 短视频对用户图书购买意愿影响因素研究. 中国出版(06), 8-14.]
Yang, L. (2014). The Effect of Content Marketing through “We Media” on Customers’ Online Interaction Propensity. (Master’s Thesis, Xiamen University.) [In Chinese, 杨力. (2014). 自媒体环境中商家内容营销对顾客网络互动意愿的影响研究 (硕士学位论文,厦门大学).]
Yu, L., & Sun, M. (2016). Review of the Researches on Consumer Anxiety, Nostalgia Consumption, and Purchase Intention. Technoeconomics & Management Research, (03),69-74. [In Chinese, 俞林 & 孙明贵. (2016). 消费者焦虑、怀旧消费与购买意愿研究综述. 技术经济与管理研究 (03), 69-74.]
Yan, X. (2019). Research on the Effect of Content Marketing on Consumers’ Brand Loyalty. (Master’s Thesis, South China University of Technology. [ In Chinese, 颜璇. (2019). 内容营销对消费者品牌忠诚的影响研究 (硕士学位论文,华南理工大学).]
Zhou, Y., & Chen, J. (2013). Content Marketing in the Social Media Age: Definition Analysis and Research Prospects. Foreign Economics & Management, 35 (06),61-72. [In Chinese, 周懿瑾 & 陈嘉卉. (2013). 社会化媒体时代的内容营销:概念初探与研究展望. 外国经济与管理 (06), 61-72.]
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Jiayi Yu, Jian Li
This work is licensed under a Creative Commons Attribution 4.0 International License.
