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Digital Content Marketing Strategy in Increasing Customer Engagement in Covid-19 Situation
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| Author:
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ANGGA FEBRIAN, SATRIA BANGSAWAN, MAHRINASARI MS, AYI AHADIAT
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| Abstract:
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Today's customer-focused marketing aims to get customer engagement to be a concern for practitioners and academics. This research sees from the perspective of content marketing communication that uses two different theories of content marketing, namely the use and generation theory (UGT) that delivers customers value and the user-generated content (UGC) from the direct customers who deliver it. The quantitative approach was taken by taking a sample of 267 respondents who visit the e-commerce shopping mall in Indonesia. The results of the study stated that the two theories of content marketing have a significant effect on customer engagement and purchase intentions as well as the customer engagement plays a mediating role in the effect of digital content marketing on purchase intention. Companies can focus on content delivered through the website that is useful to attract customers to be involved in the product marketing process both intentionally and unintentionally.
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| Keyword:
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Used and generations, user-generated content, customer engagement, purchase intention
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| EOI:
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| DOI:
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https://doi.org/10.31838/ijpr/2021.13.01.684
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| Download:
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Request For Article
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