The Influence of Content Marketing On Cosmetic Purchase Intentions of Online Shoppers

Abstract

In the era of digital marketing, content marketing has come to the forefront, which we have seen more content marketing tools, whether one-click delivery or cross-platform push. However, the content marketing and content creative mechanisms have also
been subject to disruptive changes. It is not only the improvement of value, but also the fundamental subversion of user assessment of it and the forces user to see it. Now even more companies spend more time and more investment in creating interesting content. Now, there is a lot of content online that occupies users fragment attention. In order to increase the brand’s presence or participation, companies are taking the initiative or be forced to create valuable content online. In other words, in order to have a closer relationship with consumer, companies are actually trying to create an experience that is fun and allows users to share their content with others. The goal of this study has always been to investigate the influence of content marketing on online shopper purchase intention towards cosmetic product, particularly targeting to the online shoppers in Kuala Lumpur, Malaysia. A total of 200 individuals were responded to the survey questions distributed. Content Segments in this case is positively related to the intention to purchase cosmetic online. In other word, consumer are1likely to engage with, therefore would play a critical role in a way that resonates in accordance with consumer motivations. The Perceived Usefulness or quality of information in this study is positively related to the intention to purchase cosmetic online where good quality of content and powerful write ups are able to trigger readers’ intention to acquire or to use that particular good or service. Therefore, content marketing are able to drive more sales for the company; still, a period of time is needed for investment before results can be clearly seen.