The effects of educational/informational videos from digital content marketing appli̇cati̇ons on consumers' purchase and eWOM intenti̇on

Today, with the influence of digital environments, the number of persuasive messages that consumers are exposed to on a daily basis has increased significantly. This message density makes it difficult for brands to reach their target audiences. Therefore, it is important for brands to take part in digital environments with valuable content that will attract their attention. With digital content marketing (DCM), brands have the opportunity to develop relationships with their consumers by providing valuable, relevant and quality content. The experience users have with the brand through content can create positive or negative attitudes and perceptions towards the brand. This study, conducted specifically on educational/informative videos published by brands, examined the effects of these contents on purchase intention and electronic word of mouth (eWOM) intention through brand engagement, brand trust and relationship value perception. An exploratory sequential design was used in the research, utilizing mixed method, and a semi-structured interview was conducted with 14 participants in the qualitative phase. In the quantitative phase, the data obtained from 406 participants were used in mediation analyzes with SPSS Process Macro and the findings were discussed. As a result, it has been determined that educational/informative videos published by brands improve eWOM and purchasing intentions by positively affecting structures such as brand trust, relationship value perception and brand engagement. Keywords: Digital content marketing, Educational/informative videos, Brand trust, Relationship value, Brand engagement, eWOM intention, Purchase intention