Abstract:
This research explores the dynamic landscape of Instagram content marketing
and its profound influence on shaping online consumer attitudes. Investigating the
effectiveness of content marketing, the role of influencer collaboration, and the
timing of posts, the study aims to bridge gaps in comprehending Instagram content
marketing's nuanced impact on customer attitudes.
It delves into how these key elements intricately influence customer attitudes
in the online realm. Utilizing a robust quantitative methodology, the research
conducts an extensive online survey targeting Instagram users. Specifically focusing
on university students aged 18-26 ensures a diverse and representative participant
pool. The collected data is interpreted using SPSS.
Within a theoretical framework, the study formulates hypotheses concerning
the various dimensions of content marketing. The results reveal significant support
for all three hypotheses, indicating that content marketing effectiveness, timing of
posting, and influencer collaboration play pivotal roles in shaping online customer
attitudes on Instagram.
Beyond the academic realm, this thesis serves as a practical guide for
marketers, offering valuable insights to optimize and elevate their Instagram content
marketing strategies effectively
