تأثير التسويق بالمحتوى عبر مو اقع التواصل الاجتماعي في تعزيز النية الشرائية

Abstract

This study aimed to examine the impact of content marketing through social media platforms on enhancing the purchase intention of students at Abdelhafid Boussouf University Center of Mila. The study focused on the dimensions of content marketing represented by content quality, content credibility, interaction with content, content relevance, and content attractiveness. The study adopted the descriptive-analytical approach using a questionnaire distributed to a sample of 80 students. The collected data were analyzed using the Statistical Package for the Social Sciences (SPSS) and several statistical methods.The findings revealed that content marketing has a significant effect on purchase intention, The results also showed that content attractiveness and interaction with content were the most influential dimensions, followed by content quality to a lesser extent, whereas content credibility and content relevance did not show a significant effect. The findings highlight the importance of visual and interactive elements of digital content in influencing consumer behavior and enhancing purchase intention.In light of these findings, the study recommends that organizations focus on developing attractive and interactive digital content through social media platforms in order to increase audience engagement and strengthen consumers’ purchase intention