Content Marketing in the Digital Era: Understanding the Influence of Blogs and Articles in the Beauty Industry.

Abstract

The purpose of this study is to measure the importance of blogs and articles as content marketing strategies in the beauty sector, focusing on the ability to enhance brand attitudes, engage consumers, and significantly shift their perceptions. This study conceptualised a conceptual model and tested its hypotheses using data collected both online and offline. Data were collected through structured questionnaires from 403 targeted respondents and used a non-probability convenience sampling technique. The Partial Least Squares (PLS-SEM) technique was applied using Smart PLS software v. v.3.3.2. The findings shed light on how beauty marketers can design and execute a narrative-based content strategy that is not falsified, culturally responsive, and relevant to cater to current customer needs within a heavily competitive digital marketplace. Erasing the gaps in earlier research, this study demonstrates that blogs and articles can shape consumer behaviour and brand value. This study addresses a gap in the literature because less attention has been paid to long-form content in the beauty sector. This study implements Media Richness Theory to present how accurate and reliable blogs influence corporate participation within the digital beauty industry.