IMPACT OF CONTENT MARKETING ON CONSUMER LOYALTY ON CROSS-BORDER E-COMMERCE IMPORT PLATFORMS

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.

Automated summary

This study examines the impact of content marketing on consumer loyalty in cross-border e-commerce import platforms, with informational and interactive content having a positive influence, while entertainment and emotional content do not. Additionally, platform trust partially mediates the effects of informational and interactive content on consumer loyalty.