Measuring The Impact Of The Content Marketing, Ewom And E-trust On Purchase Intention Of Algerian Consumers Regarding Cosmetics: Empirical Study

Résumé: The objective of this study is to assess how different aspects of content marketing, electronic word-of-mouth (eWOM), and eTrust influence the purchasing intentions of Algerian consumers of cosmetics. Data was gathered through a structured questionnaire administered to 381 Algerian respondents, and analysis was conducted using the Smart PLS software. The results indicate a significant impact of various dimensions of content marketing (credibility, emotional appeal, trendiness, attractiveness, interactivity, and shareability) on eWOM, electronic trust (e-trust), and purchasing intentions for cosmetics. Additionally, eWOM significantly affects e-trust; and both eWOM and eTrust significantly impact purchasing intentions. Consequently, it is advisable for cosmetics companies to implement a well-defined and meticulously evaluated content marketing strategy across various social media platforms, especially focusing on Facebook, TikTok, and Instagram.

Publié dans la revue: التكامل الاقتصادي