Abstract

In today’s digital age, content marketing is becoming a key factor in building brand trust and encouraging consumer engagement. The present study investigates the effect of content marketing strategies on Electronic Word-of-Mouth (E-WOM) and its impact on consumer purchase intention using an empirical approach. The study is conducted using primary data gathered from 90 active social media users with regard to their level of awareness, patterns of engagement, preferences for types of content, and sharing habits on the most popular social media channels. The findings were validated using statistical techniques such as percentage analysis, Analysis of Variance (Anova) and Cronbach’s alpha reliability testing. The results suggest that video and social media posts are the primary form of content that consumers are engaged with, with Instagram and YouTube the key platforms. Entertaining and informative content proved to be the most powerful enablers of positive E-WOM, and user-generated content was perceived as more credible than brand-generated content. The Anova results show there to be statistically significant differences between the different platforms when it comes to brand-related content exposure and there to be a moderate correlation between review-sharing behaviour and brand trust. The study confirms that positive online reviews have a significant impact on purchase intention and that negative online reviews represent a significant barrier. The measurement instrument has been proven internally consistent with a Cronbach’s alpha value of 0.809. The results provide practical suggestions to digital marketers, brand managers, and researchers in the field of consumer behaviour and digital communication strategy.