Marketing de conteúdo e sua influência na decisão de compra do consumidor

Abstract

Content Marketing plays a pivotal role in the digital marketing landscape, reshaping how companies engage with consumers and influence their purchasing decisions. In an exploratory qualitative study, the objective was to assess the impact of content marketing on consumer buying choices. The research pursued two main avenues: a literature review drawing from sources such as books and scientific articles, and field research involving interviews and questionnaires with digital marketing professionals. This approach aimed to deepen the understanding of the topic rather than focusing on numerical representations. Respondents completed a questionnaire comprising 16 questions related to four key areas: digital marketing, content marketing, consumer behavior, and purchase decision-making. Interviews were conducted kbetween September 15 and 21, 2023, lasting 30 to 60 minutes, via video calls, with participants' consent. The research revealed that content marketing is an essential tool for establishing and maintaining positive relationships between brands and consumers, thereby influencing purchasing decisions. Through relevant content, companies can effectively connect with consumers, building trust and shaping their preferences. Consequently, the study demonstrated that content marketing plays a fundamental role in influencing consumer purchasing decisions in the digital environment, underscoring its significance as a marketing strategy.