My lastest Individual Business Project

How does content marketing on social media influence the younger generation’s buying decisions?

As modern technology develops, the ability to fulfil consumers needs becomes more challenging, since customers can now compare products and services easily through the abundant information online. As such, companies have started relying heavily on digital platforms for implementing their marketing strategies. One of the most notable forms of marketing strategies on social media is the use of content marketing.

However, fewer studies have focused on the influence of social media content marketing on the purchase intention of the younger generation, particularly in B2C industries, which will be the focus of this empirical research. Specifically, the investigation of whether indicators of successful social media content marketing influence and predict the purchase intention of the younger generation, measured directly and indirectly through factors of purchase intention. Furthermore, the general effect of social media content marketing on purchase intention and its factors is further explored.

These aims were met through a literature review (mentioned above) and using survey research. The literature review summed up the facets and factors test below. The survey research utilized an online questionnaire distributed to 80 participants from the ages of 18 to 30. Participants evaluated an example of content marketing on social media by rating on Attraction, Enjoyment, Quality, and Information. Following with the indication of whether the content marketing on social media example affected participants’ purchase intention,

either directly or indirectly through the rating of Annoyance, Brand image, eWOM. Qualitative data was also collected on participants’ justification of their purchase intention ratings and associations to the brand. The quantitative data was analysed through a linear regression model and the qualitative data was examined through descriptive statistics and themes.

Participants’ purchase intention of the iPhone 13 and other Apple products were significantly influenced and predicted by their ratings on the four indicators. This effect was also significant when purchase intention was measured its three factors. Participants who indicated a low to medium purchase intention gave the most criticism towards the marketing strategy as reasons for their purchase intentions. High purchase intention was attributed to respondents’ personal requirements, and low purchase intention saw the opposite trend. As the Brand Image rating increased, the percentage of no association responses decreased and positive associations to the brand increased. Purchase intention and attitude towards a brand are also influenced by brand loyalty and customised content.

In conclusion, the younger generation’s evaluation of social media content marketing affects their purchasing decisions and its factors in a B2C scenario. Furthermore, the four facets used to conduct this evaluation can indicate the effectiveness of a content marketing strategy on social media. Recommendations are given to companies according to these conclusions along with the consideration of customised content and brand loyalty.

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