The characteristics of content marketing towards the impulsiveness of purchasing intention

Chen, Jun Wah (2023) The characteristics of content marketing towards the impulsiveness of purchasing intention. Project Report. Melaka, Malaysia, Universiti Teknikal Malaysia Melaka. (Submitted)

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Abstract

This research is about the characteristics of content marketing that impact the consumer on impulsiveness of purchasing intention. The content marketing is significant to business because it helps them boost traffic, build trusting connections with customers, while increasing conversions and generating more opportunities. In the era of "data is king", everyone has to rely on data to make plans. There are many kinds of content marketing, and the content emerges one after another, so more accurate data can always be collected through it as well as its show that nowadays people at least having a credit card with them. Additionally, because of the content marketing is used widely by the business owner in order to attract consumer purchase their products and services. The ‘netizens’- (online consumer) may affected by the characteristics of content marketing and this make impulse-buying-behavior happened. In order to analyze the characteristics of content marketing towards the impulsiveness of purchasing intention. The framework that used in the research is refer the theory reasoned action. A Quantitative method had been conducted through the questionnaire that distributed to the 384 respondents. The expected outcome from this research is to highlight that the content marketing has the relationship with impulsiveness of purchasing intention has to base on the situation.

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