The Effect of Content marketing use on Intent to Revisit the Website in Emerged Internet Businesses (Case Study: Yekta Ketab Website)

Document Type : Research Paper

Authors

1 Associate Prof., Faculty of Entrepreneurship, Tehran University, Tehran, Iran

2 MSc. in Entrepreneurship Management, Faculty of Entrepreneurship, Tehran University, Tehran, Iran

10.34785/J018.2019.230

Abstract

Due to the widespread use of internet by product and service providers online, one of the most effective and optimal ways today is to use content marketing techniques in terms of low cost, efficiency and attraction of users. Content marketing refers to activities related to creating and updating website content to attract and retain internet users on websites. The purpose of this study was to investigate the effect of how content marketing is applied to website re-visit intention in emerging businesses with moderating role of website quality. The objective view is regarded as applied research and the method of research is descriptive. The data collection tool was a questionnaire that was distributed randomly among the 110 users of the study site. After analyzing data using Structural Equation Technique, because content was larger than t value of 1.96 for content marketing variables with moderating role of website quality, quantity and quality of website content, meaningful impact of all three variables on intention Re-visit of the website is confirmed at 95% confidence level. Based on the standardized coefficients of the path between the content marketing variables and the intention to re-visit the website, the quantity of site content and intention to re-visit the website and ultimately the quality of the site content and intention to re-visit the website, the content marketing variable is rated at 46%, percentage of website content at 19% and effectiveness of website content at 60% explains the intention to visit the site and has a significant positive impact.

Keywords

References

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Consumer Behavior Studies Journal
Volume 6, Issue 1
August 2019
Pages 21-39

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