Research On The Influence Of Social Media Content Marketing On Consumers' Brand Purchase Willingness

With the rise of social media,the traditional media is no longer the center of informations,and social Media has become an emerging medium of content communication,so advertising can no longer brought rich benefits to enterprises.At the same time,with the development of information overload and the self-empowerment of the audience,consumers no longer passively accept brand information.They began to actively search for information through social media.The one-way advertising communication is losing its effectiveness.Therefore,content marketing that delivers product information by sharing valuable content has gradually become a strategic choice for most companies.However,during the practice,content marketing has little effect in attracting customers,establishing connections,transforming potential customers,increasing user stickiness and ultimately achieving organizational goals.The rise of content marketing has not brought the benefits it should bring,which has made content marketing a new research hotspot in the field of marketing.However,there are still few studies on the mechanism of content marketing in the academic world.Researches that related to content marketing mainly based on developed countries?European and American scholars based on Facebook conclusions may not be applicable to China?For the above reasons,this article will focus on the following aspects:What are the main types of content published by brands on social media?How do different types of content affect consumers' willingness to buy?What is the difference between the impact of these different content on the purchase intention?Firstly,this paper sorts out the related research on content marketing and purchase intention in domestic and foreign literatures.On the basis of defining related concepts such as content marketing,it elaborates Theory of Reasoned Action,stimulus-response theory and three-stage model of content marketing,which are basement of hypothesizes.Secondly,use exploratory research to establish an empirical model of content marketing on purchase intention.Finally,the data is collected by questionnaire,and the collected data are analyzed by regression analysis and analysis of variance to verify the relevant hypotheses and theoretical models.The data results show that the five dimensions of content marketing have positive influence on purchase intention and brand identity.Brand identity plays a mediating role in the influence of purchase intention.The product category plays a regulatory role in the process of functional content,brand interaction content,and self-realization content affecting brand identity.