Transformations in
Business & Economics
- © Vilnius University, 2002-2022
- © Brno University of Technology, 2002-2022
- © University of Latvia, 2002-2022
Article
IMPACT OF CONTENT MARKETING ON CONSUMER LOYALTY ON CROSS-BORDER E-COMMERCE IMPORT PLATFORMS
Yaping Jiang, Baoqing Cheng, Congying Han
ABSTRACT: This study is aimed to determine the effect of content marketing including informational content, entertainment content, emotional content, and interactive content on consumer loyalty in cross-border e-commerce import platforms, with platform trust as a mediation variable. The study's participants were 215 Chinese consumers who have used at least one of the cross-border e-commerce import platforms. Using structural equation modelling, our survey findings show that for cross-border e-commerce import platforms, informational and interactive content in content marketing positively and significantly affect consumer loyalty, while entertainment and emotional content do not have a positive and significant impact on consumer loyalty. Meanwhile, platform trust partially mediates the influence of informational and interactive content on consumer loyalty.
KEYWORDS: content marketing, platform trust, consumer loyalty.
JEL classification: M21, M31