The Impact of Digital Content Marketing Strategy on Customer Purchase Intention in Palestinian Services SMEs: Assessing the Mediating Role of Customer Loyalty رسالة ماجستير

Abstract

This study aims to investigate the mediating role of customer loyalty on the effect of digital content marketing strategy on customer purchase intention in Palestinian services SMEs. By using advanced statistical methods. It relied on the quantitative method in answering study questions and testing hypotheses. This study's population was all individuals from digital channel users in Palestine who were willing and able to answer the questionnaire. And the sampling method was (convenience) non-random sampling, and the size was (385) participants. Data were collected using a questionnaire, the primary method for collecting data. This study supports that customer loyalty plays a significant role in the impact of digital content marketing strategy dimensions on customer purchase intentions in the Palestinian services SMEs. In the end, many recommendations to improve digital content marketing strategy are provided for marketers and decision-makers, including: they have to improve their digital content marketing strategy continuously to include its dimensions like: entertaining content, informational content, content related to social interaction and subjective norms, and content that reflects self-expression. Also, service providers consider the steps of purchase intention in their minds when they are creating their strategy