The Impact of the Content Marketing Via Social Media on Algerian Women’s Purchasing Intention for Cosmetics with Attitudes as an Intervening Variable
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Abstract
This study aims to measuring the impact of content marketing via social media on women’s purchasing intention towards cosmetics with attitudes as intervening variable; the study focus on Algerian women who use cosmetics. Data was gathered via a questionnaire from 345 participants and analyzed using the Smart PLS statistical program. Finding indicate a significant influence of content marketing dimensions (emotion, credibility, interaction, share) on women’s attitudes and purchasing intentions regarding cosmetics, except for value and relevance dimensions, which show no effect. Additionally, women’s attitudes significantly impact their purchasing intentions. Therefore, companies in the cosmetics industry should meticulously craft a content marketing strategy based on specific dimensions and consistently assess its efficacy.
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