التكامل الاقتصادي
Volume 12, Numéro 3, Pages 113-130
2024-09-30

Measuring The Impact Of The Content Marketing, Ewom And E-trust On Purchase Intention Of Algerian Consumers Regarding Cosmetics: Empirical Study



Authors : Fari Loubna Sahar . Mouloudj Kamel .

Abstract

The objective of this study is to assess how different aspects of content marketing, electronic word-of-mouth (eWOM), and eTrust influence the purchasing intentions of Algerian consumers of cosmetics. Data was gathered through a structured questionnaire administered to 381 Algerian respondents, and analysis was conducted using the Smart PLS software. The results indicate a significant impact of various dimensions of content marketing (credibility, emotional appeal, trendiness, attractiveness, interactivity, and shareability) on eWOM, electronic trust (e-trust), and purchasing intentions for cosmetics. Additionally, eWOM significantly affects e-trust; and both eWOM and eTrust significantly impact purchasing intentions. Consequently, it is advisable for cosmetics companies to implement a well-defined and meticulously evaluated content marketing strategy across various social media platforms, especially focusing on Facebook, TikTok, and Instagram.

Keywords

Content marketing ; social media ; eWOM ; e-trust ; purchasing intention

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