Leveraging Sustainable Content and Social Media Marketing for Innovative Consumer Engagement: Examining the Mediating Role of Online Convenience in Shaping Consumer Buying Behavior

Abstract

In the era of modern technology, the behavior of the consumer behavior shifted to fast innovative trends and fashion and also changed the business methods and strategies as compare to traditional approach of the marketing and the digital marketing. Thus, purchasing and selling concept used the approach of brick-and-mortar. The current research study was investigating the factors of digital marketing such as content marketing and the social media marketing with associated the consumer buying decision and the mediating effects of online convenience. The data was collected from the respondents using physically self-administrative questionnaire and also using the approach of Google form to distribute the link of the questionnaire with method of convenience sampling technique. The sample size for the current research based on the 386 collect from the respondents to analysis the research study data. The results indicates that the content marketing has the significance importance on the online convenience and the social media marketing also has the positive impact on the online convenance. Furthermore, the results suggested that the online convenience also significantly and the positively associated with the consumer purchase intention. Based on the results suggested that the mediating effects, the online convenience mediates the effects between the content marketing and the consumer purchase intention, and the also the online convenience mediates the relationship between the social media marketing and the decisions of the consumer behaviors.