Abstract:
In today’s fast-growing business world, the development of social media
networks affected the interaction between businesses and their communities, the
presence of brands on social networks has drastically changed how consumers
engage with products and services. Increased usage of these latter has spawned
content marketing, a new approach to marketing. Digital marketing tactics are still
evolving as a result of the significant changes which impacted the creation,
distribution, and consumption of content.
Examining the effects of various content types, such as user-generated
content, social media branded content experience and sponsored content on
consumers' intents to make purchases, is the goal of this thesis. The major goal is to
investigate if different content kinds provide distinct activation of attitudinal
persuasion knowledge which is affected by conceptual persuasion knowledge, that
ultimately results in a variation of purchasing intentions.
In an experimental study using a between-subjects design and several content
forms in the context of the textile industry, the research model is put to the test. This
study uses sampling in Turkey to undertake a survey analysis of 620 respondents.
And then performing a quantitative methodology on the acquired data. The main
findings show that sponsored content has negative purchase intents than user generated content and social media branded content experience through the
suggested serial mediation because it has a positive correlation of conceptual
persuasion knowledge
