Impact of Content Marketing Tools on Purchasing Intention: Using Smart-PLS

Abstract

This study explores the impact of content marketing tools on the purchasing intentions of rural Indian customers. It specifically considers four vital aspects of content marketing- Engage Sphere, Promo Sphere, Info Vault, and Visual Information- and their impact on purchase intention, considering gender as a moderator. This research develops and tests a conceptual model to clarify these connections. Data were collected from 500 participants across five northern states of India through an online survey. The findings indicate that Engage Sphere, Promo Sphere, and Visual Information have a significant positive effect on purchase intention, whereas Info Vault has a significant negative effect. Gender influences Info Vault and Promo Sphere's purchase intent.  However, gender does not influence the connections between purchase intention and Visual Information and Engage Sphere. This article advances content marketing research, particularly for rural customers in developing nations, and provides strategic insights for marketers and consumers.