اثر التسويق بالمحتوى على اتجاهاث المستهلكين الجزائريين نحو التسويق الالكتروني "

Abstract

This study aims to analyze the impact of content marketing on Algerian consumers' attitudes toward e-marketing, through a field study conducted on a sample of Jumia application users. To achieve this objective, a paper-based questionnaire was designed and distributed to 150 Algerian consumers who have experience with online shopping via the application, resulting in 120 valid samples for analysis.The data were processed using the descriptive-analytical approach based on SPSS software (Version 22). The study revealed a set of findings, most notably the existence of a strong impact of content marketing dimensions on Algerian consumers' attitudes toward e-shopping via the Jumia application. Furthermore, the results showed a statistically significant effect for each of content relevance, credibility, value, and its emotional dimension in guiding Algerian consumer behavior.- There is a high, statistically significant agreement among the study sample members regarding the application of content marketing dimensions to consumer buying behavior; the arithmetic mean reached (3.88), which represents a high level according to the five-point Likert scale.- The field study results demonstrated a statistically significant positive effect of the independent variable (content marketing dimensions) on the dependent variable (Algerian consumers' attitudes toward e-shopping). A strong positive correlation was found between them, reaching 80.4%, which confirms the effective role of content marketing in shaping Algerian consumers' attitudes toward e-shopping.