Does Content Marketing Have a Different Impact on the Stages of Consumer Behavior? An Applied Study on the Saudi Women Consumer During COVID-19 Pandemic

Abstract

This paper aims to investigate the impact of content marketing on consumer behaviour and whether the effect of content marketing changed at each stage during the COVID-19 pandemic in Saudi Arabia. The scales were prepared based on the theoretical study and the literature to test the hypotheses. An electronic questionnaire was disseminated among 384 Saudi females. The results showed that there was a varying effect of content marketing on each stage of the purchasing behaviour of Saudi female consumers during the pandemic. The results show the existence of an effective relationship between content marketing and the stages of feeling the need, the product stage, awareness, and information search. In addition, the results show that there is a relationship between content marketing and the stages of attention and interest, the evaluation stage, and the purchase stage.