An application on the effects of phenomena using digital content marketing on the purchasing decision of generations x, y and z

Today's consumers do not believe in brands, they do not form their ties with the brand only through advertisements, they conduct regular research and examine the content offered by brands through various channels. Today, while many marketing approaches aim to put the consumer under pressure to buy, content marketing allows brands to establish a real, honest relationship with target groups on the basis of trust and partnership. The purpose of this research is to comparatively measure the positive and significant effect of content marketing activities created by companies in accordance with targeted customers and carried out through social media phenomena on the purchase intention of X, Y and Z generations. The population of the research consists of social media users in the X, Y and Z generation in Turkey. In the first part of the research, digital content marketing is discussed and examined. In the second part, phenomenon marketing is explained. In the third part of the research, the purchase intention and the characteristics of the generations are detailed. In the research, the effect of the phenomena using digital content marketing on the purchasing decision of X, Y and Z generations is examined. In this direction, first of all, the sample size should be calculated. For this, the population was handled in terms of X, Y and Z generations and the appropriate sample size was calculated with the appropriate formula. In the first part of the questionnaire; There are questions about the participants' age, gender, job status, education, income, etc. In the second part, there are likert questions about the scales handled in the direction of the research. In the study, the scales belonging to the subject in line with the main model were developed by Laurenceau et al. (1998) and Shim and Eastlick (1998). The scales to be used in the research are as follows; Brand attitude scale, firm preference scale, purchasing decision scale, direction scale. The scales will be re-examined in line with the study. Explanatory factor analysis, confirmatory factor analysis and structural equation modeling will be used in the analysis of the data. Considering all three generations in the study will cause the model to be complex. For this reason, it was predicted that the structural equation model would be appropriate to predict the model well. In addition, when the structural equation model is used, it will be possible to examine the indirect effects in the model.