Content marketing in the digital era; Understanding the influence of blogs and articles in the beauty industry

Resumen

This study aimed to measure the importance of blogs and articles as content marketing strategies in the beauty sector, focusing on their ability to enhance brand attitudes, engage consumers, and significantly shift their perceptions. This study uses three concepts: Content Quality (CQ), Engagement Factors (EF), and Consumer Perception (CP) to investigate the role of prolonged content, including blogs and articles, on the brand feeling of customers in the beauty sector. This research used a structured questionnaire to interview 403 beauty-content consumers in Bangladesh and analyzed the results with PLS-SEM (SmartPLS v3.3.2).  Because of the platform-based selection of active beauty users, a non-probability convenience study was adopted, which is effective in initial context-specific studies.  This study had the following three hypotheses: H1: CQ = Brand Attitude (DV); H2: EF = DV; and H3: CP = DV. Since the greatest positive paths are between CP (β = 0.374), CQ (= 0.300), and EF (= 0.199) and DV (all p <.001), the results confirm all the hypotheses. These results indicate that positive consumer attitudes, expressive interaction, and clearer and more trustworthy content can be combined to enhance brand attitudes towards beauty products. The study conceptually contributes to the body of literature on Media Richness and the utility of Internet-based content by showing that longer beauty articles can always enhance brand perceptions in terms of informative richness and engagement strategies. To boost trust and loyalty, the findings can be used to inform the development of evidence-based content strategies (including social sharing, feedback loops, clarity, relevance, and credibility).