Purpose: Due to the rapidly increasing use of Digital Content Marketing (DCM) on social media and the lagging empirical research in the field, this study aims to determine how marketers can optimize DCM on social media and influence the purchase intention of Generation Z consumers. Methodology: Since the study is based on a consumer perspective, a quantitative method with a deductive approach has been conducted. The empirical data consisted of a digital survey with responses from 141 Generation Z consumers. Findings: Results of the survey reveals that it is possible to optimize the existing characteristics of DCM, as the most preferred traits were valuable, reliable, and entertaining. Furthermore, DCM has a strong impact on the target audience’s purchase intention and can be most advantageously conveyed through video and image formats on Instagram. Research limitations: This study contributes to an increased understanding of how to use DCM on social media. However, more empirical research is still needed in the field that can be generalized to the entire Generation Z population. Practical implications: Findings provide an optimized and up-to-date version of DCM that provides marketers with guidelines and opportunities for how DCM on social media can increase consumer engagement and purchase intention. Originality/value: This study is one of the first to optimize DCM on social media based on consumer preferences, thus demonstrating how DCM can be designed to increase consumer purchase intention. Keywords: Digital Content Marketing, Content Marketing, purchase intention, social media, digital platforms, digital formats
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:sh-51802 |
| Date | January 2023 |
| Creators | Frank, Amanda, Muhonen, Linnéa |
| Publisher | Södertörns högskola, Företagsekonomi |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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