The Research On The Effects Of Content Marketing On Consumer's Behavior Intentions

In recent years,with the development of social media,it has made people pay more attention to the interaction of information and thus reduce the information asymmetry of enterprises and products.Marketers are also beginning to think about how they can better use social media marketing to win this "grab war." In order to stand out from the crowd,content marketing is a marketing method that people always demand,not only let consumers buy your products or services and form loyalty to your brand,but also let consumption Those who can continue to spread their content and turn consumers into a passive initiative.Based on the above background,this paper takes "the effects of content marketing on consumer's behavior intentions" as the theme,and divides content marketing into functional content,entertainment content,social content,and emotional content to study their intentions to purchase.And the influence of consumer's intentions to re-transmit,and the introduction of brand trust as a mediator to study the role of mediation,and try to use brand involvement as a regulatory variable,brand involvement as a moderator,try to verify the regulatory role of brand involvement.It can not only enrich the research content of content marketing on consumer's intentions to act,but also put forward some opinions and suggestions for the specific marketing practices of enterprises.In terms of method and technology,based on the relevant literature research,this paper builds research models and proposes research hypotheses,conducts questionnaire surveys and collects data,and then uses SPSS23.0 software to conduct statistical analysis on research data,test the research hypotheses,and draw specific research conclusions and comments.According to the research,the four dimensions of content marketing: functional content,entertainment content,social content,emotional content have a positive and significant impact on consumer's intentions to purchase and consumer's intentions to re-transmit,and brand trust is in Which plays the role of partial intermediary,the regulatory role of brand involvement has not been verified.According to the conclusions drawn in this paper,the marketing suggestions or opinions that can be used for reference by enterprises are put forward.Finally,the thinking about the shortcomings and the prospects for the future are presented.