The impact of content marketing on consumers' purchase intention for home appliances: A study in Afghanistan

The main and critical mission of marketing is to effect on consumers' purchasing intention and content marketing target is as well. Nowadays, content marketing seems to be one of the most effective and practical methods of marketing all around the world. Content marketing is defined as any marketing or business process for creating and sharing of valuable content to attract, acquire, and engage a clearly defined and understood target audience with the objective of profitable customer action. The purpose of this study is to explore how content marketing can affect the consumers' purchase intention and how it can be managed by marketers of companies to gain new consumers for home appliances. The aim of this research is to determine whether the content marketing affect or not affect the purchase intention of Afghan consumers for home appliances. To measure if this affection differs according to demographic variances such as: age, education level, occupation, monthly income and purpose of internet usage. However, the questionnaire of this study was conducted among the 384 people in Afghanistan and collected data is analysed by the SPSS program version 22. This study comprises five main parts such as introduction, literature review, conceptual framework and hypotheses, research methodology (analysis and finding), and in the last part is conclusion and recommendations.