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The Nexus between Digital Content Marketing Consumption and Customer Purchase Decision
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Journal Article
The Nexus between Digital Content Marketing Consumption and Customer Purchase Decision
2025
Overview
The rapid expansion of digital content marketing (DCM) and its profound implications have significantly influenced customer purchasing behavior. This growth has prompted Egyptian businesses, particularly in the Fast-Moving Consumer Goods (FMCG) sector, to prioritize the practice and implementation of digital content consumption among Egyptian consumers. This academic work investigates the relationship between digital content marketing consumption and customer purchase decisions, with empirical focus on the FMCG industry in Egypt. The research employ both qualitative exploratory research through online interviews with Egyptian consumers (n = 47) from different Egyptian governorates and real example for Egyptian FMCG company \"Breadfast\" and Quantitative method using online questionnaire, the data was collected from 411 Egyptian respondents from 23 Egyptian governorates. The study employed Pearson correlation and Regression analysis to investigate the relation and influence for both independent and dependent factors. The findings revealed that digital content marketing consumption had significant and positive relation and influence on customer purchase decision of FMCG products. These findings underscore the impact of any moderating or mediating factor between digital content marketing consumption and customer purchase decision. The study contributes to the growing body of literature and provides practical insights for marketers seeking to optimize their content strategies.
Publisher
جامعة قناة السويس - كلية التجارة بالاسماعيلية
Subject
