Back Issues 11-20

THE EFFECT OF CONTENT MARKETING ON REPURCHASE INTENTION: A STUDY OF ONLINE TRAVEL AGENCIES

Yi-Shan Cheng

Department of Business Administration, Fu Jen Catholic University, Taiwan

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Abstract

The aim of this study is to empirically investigate how content marketing on social media affects repurchase intention in the tourism industry. Content marketing is a strategy that is used to attract a specific audience by curating, distributing, creating, and amplifying interesting and relevant content. Despite its widespread use, it remains a relatively new concept in the social science domain. Little is known regarding how content marketing on social media influences repurchase intention in the tourism industry. However, to the best of our knowledge, few studies provide a comprehensive theoretical understanding of content marketing. Based on the empirical results of this study, the significant factors were evaluated, and reliable results were provided for each factor. The result of this study indicates that the customer engagement has a significant effect on repurchase intention.

Keywords: Content marketing, customer engagement, brand trust, loyalty, tourism, repurchase intention, purchase frequency

Attachments:

1172 Final.pdf

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414 kB