A Study to Examine the Co-Relationship Between Content Marketing and Impulse Buying

Abstract

Social media content marketing can have a major impact on impulse purchases. Businesses can communicate with potential customers using numerous forms of content marketing, such as photographs, videos, blog entries, and infographics, on social media platforms. Businesses may grab the attention of social media users and increase brand awareness by generating entertaining and informative content. This increases the possibility of customers making impulsive purchases because they are more likely to recall the brand and its products or services when making purchasing decisions. The motivation for investigating how content marketing influences impulse buying via social media comes from the growing significance that social media platforms and content marketing tactics play in driving consumer behaviour. Social media platforms have evolved into a hub for online interactions and communication, and businesses have recognised their potential to reach a larger audience and increase sales.