Research On The Influence Of Content Marketing On Consumer Brand Behavior

With the development of the Internet,consumers are exposed to massive amounts of information every day.It becomes more and more difficult for brands to attract consumers' attention,and the role of traditional marketing is becoming more and more limited.In this situation,content marketing as a new type of marketing method has been applied in practice,but the research on the impact mechanism of content marketing on consumer attitude and behavior is still in its initial stage.Therefore,on the basis of summarizing previous research results on content marketing and brand behavior,this study builds a theoretical model of the impact of content marketing on consumer brand behavior based on the stimulus-body-response model.The data are collected by experiment and questionnaire,ANOVA and Bootstrap method are used for hypothesis testing,and finally the following conclusions and marketing suggestion are given.First,as the three dimensions of content marketing,dialogue,storytelling,and customer interaction participation have significant positive impact on consumers' brand purchase,brand information sharing,and brand recommendation behavior.There are significant differences on their influence on brand purchasing behavior and brand recommendation behavior.Secondly,information sender plays a moderating role between content marketing and consumer brand recommendation behavior,but it has no moderating effect between content marketing and brand purchasing behavior,content marketing and brand information sharing behavior.Third,dialogue,storytelling and customer interaction participation have significant positive impacts on consumers' perceived value;and finally,the effect of content marketing on consumers' brand behavior was partially mediated by perceived value.According to the above conclusions,enterprises should learn to use content marketing to achieve better marketing results and choose appropriate content marketing forms according to different marketing objectives;enterprises should not only guide users to speak,but also actively become the sender of information;encourage ordinary users to initiate customer interaction activities,so as to guide consumers to recommend brands;provide content that directly hits consumers' pain points to brings out resonance.