Title: The effect of e-WOM and content marketing on customers' purchase intention

Authors: Kaltrina Kajtazi; Jusuf Zeqiri

Addresses: Faculty of Business and Economics, South East European University, North Macedonia ' Department of Marketing, Faculty of Business and Economics, South East European University, North Macedonia

Abstract: The purpose of this research is to test the impact of electronic word-of-mouth (e-WOM) and content marketing on purchase intention. E-WOM is a positive or negative statement written by consumers through the internet, and available for anyone to read. In this research, e-WOM is presented by two dependent variables: dependable sources (credible comments to prospective customers, from someone who knows them personally), and the obedience of e-WOM messages (the trustworthiness that consumers perceive in the reviews of others). Content marketing shows that the more attractive the content of marketing is, the more influential it is to consumers. The quantitative approach of the methodology was used, where the sample consists of 203 responses, and the data are analysed through SPSS. Thereby, three research hypotheses have been accepted. The biggest contribution of this research is that e-commerce companies pay more attention of consumer ratings on company's website and their impact on other consumers' purchasing decisions.

Keywords: electronic word-of-mouth; e-WOM; customers; content marketing; dependable sources; purchase intention.

DOI: 10.1504/IJIMB.2020.111144

International Journal of Islamic Marketing and Branding, 2020 Vol.5 No.2, pp.114 - 131

Received: 20 Apr 2020
Accepted: 22 Jul 2020

Published online: 19 Oct 2020 *

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