THE EFFECT ON DIGITAL CONTENT MARKETING ON ONLINE PURCHASE INTENTION: THE MODERATOR ROLE OF AGE AND GENDER VARIABLES

Miray Gülsoy; Leyla Leblebici Koçer

Makale detayları

THE EFFECT ON DIGITAL CONTENT MARKETING ON ONLINE PURCHASE INTENTION: THE MODERATOR ROLE OF AGE AND GENDER VARIABLES

Yazarlar:

Miray Gülsoy | Leyla Leblebici Koçer

Yayıncı:

Erciyes University

Dergi:

Erciyes Akademi Vol.37 Issue 1, pp.147-163

Belge Tipi:

Makale

Yayın Tarihi:

3/2023

Belge Dili:

İngilizce

Document ID (Org No.):

2001286669

pISSN:

2757-7031

Anahtar kelimeler:

Özet:

 This study examines how digital content marketing affects consumers intentions to make online purchases. It tries to identify how demographic data on gender and age play a moderating impact. A face-to-face survey approach was used to collect data from 620 participants as part of the research, and PLS-SEM analysis was applied to the results. Obtained results demonstrate that gender and age variables do not moderate the relationship between digital content marketing and online purchase intention variables, even though they demonstrate that digital content marketing methods are extremely effective on online purchase intention. Thus, the study has shown that age and gender factors, which have been looked at for companies to accurately determine their target audiences and potential customer profiles, do not have a moderating role, despite evidence showing that digital content marketing is an important strategy in consumers preferences for online shopping.

 This study examines how digital content marketing affects consumers intentions to make online purchases. It tries to identify how demographic data on gender and age play a moderating impact. A face-to-face survey approach was used to collect data from 620 participants as part of the research, and PLS-SEM analysis was applied to the results. Obtained results demonstrate that gender and age variables do not moderate the relationship between digital content marketing and online purchase intention variables, even though they demonstrate that digital content marketing methods are extremely effective on online purchase intention. Thus, the study has shown that age and gender factors, which have been looked at for companies to accurately determine their target audiences and potential customer profiles, do not have a moderating role, despite evidence showing that digital content marketing is an important strategy in consumers preferences for online shopping.

 This study examines how digital content marketing affects consumers intentions to make online purchases. It tries to identify how demographic data on gender and age play a moderating impact. A face-to-face survey approach was used to collect data from 620 participants as part of the research, and PLS-SEM analysis was applied to the results. Obtained results demonstrate that gender and age variables do not moderate the relationship between digital content marketing and online purchase intention variables, even though they demonstrate that digital content marketing methods are extremely effective on online purchase intention. Thus, the study has shown that age and gender factors, which have been looked at for companies to accurately determine their target audiences and potential customer profiles, do not have a moderating role, despite evidence showing that digital content marketing is an important strategy in consumers preferences for online shopping.

 Bu çalışma dijital içerik pazarlamasının, online satın alma niyetine etkisini ve bu ilişkide cinsiyet ve yaş demografik verilerinin düzenleyici rolünün ortaya konulmasını amaçlamaktadır. Araştırma kapsamında 620 katılımcıya yüz yüze anket yöntemi ile anket uygulaması yapılmış olup, elde edilen veriler, PLS-SEM analizine tabii tutulmuştur. Elde edilen sonuçlar; dijital içerik pazarlaması uygulamalarının, online satın alma niyeti üzerinde büyük ölçüde etkili olduğu sonucunu gösterirken, cinsiyet ve yaş değişkenlerinin ise dijital içerik pazarlaması ve online satın alma niyeti değişkenlerinin üzerinde düzenleyici bir rolü olmadığı sonucunu göstermektedir. Böylelikle; dijital içerik pazarlamasının tüketicilerin online alışveriş tercihlerinde önemli bir strateji olduğuna dair kanıtlar elde edilirken, firmaların hedef kitlelerini ve potansiyel müşteri profillerini doğru bir şekilde belirleyebilmelerine, yönelik olarak incelenmiş olan yaş ve cinsiyet faktörlerinin düzenleyici bir rolü olmadığı yapılan çalışma ile ortaya konulmuştur.

Makale detayları

THE EFFECT ON DIGITAL CONTENT MARKETING ON ONLINE PURCHASE INTENTION: THE MODERATOR ROLE OF AGE AND GENDER VARIABLES

Yazarlar:

Miray Gülsoy | Leyla Leblebici Koçer

Yayıncı:

Erciyes University

Dergi:

Erciyes Akademi Vol.37 Issue 1, pp.147-163

Belge Tipi:

Makale

Yayın Tarihi:

3/2023

Belge Dili:

İngilizce

Document ID (Org No.):

2001286669

pISSN:

2757-7031

Content

Digital marketing

Social media

Online shopping

İçerik

Dijital pazarlama

Sosyal medya

Online alışveriş

Sayı

Makale detayları

Yazarlar: Miray Gülsoy | Leyla Leblebici Koçer

Yayıncı: Erciyes University

Dergi: Erciyes Akademi Vol.37 Issue 1, pp.147-163

Belge Tipi: Makale

Yayın Tarihi: 3/2023

Belge Dili: İngilizce

Document ID (Org No.): 2001286669

pISSN: 2757-7031

Sayı

Yazarlar:

Miray Gülsoy | Leyla Leblebici Koçer

Yayıncı:

Erciyes University

Dergi:

Erciyes Akademi Vol.37 Issue 1, pp.147-163

Belge Tipi:

Makale

Yayın Tarihi:

3/2023

Belge Dili:

İngilizce

Document ID (Org No.):

2001286669

pISSN:

2757-7031