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Marketing Strategy and Brand Building of Agricultural Products from the Perspective of Digital Media Application |
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PP: 1075-1095 |
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doi:10.18576/jsap/130318
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Author(s) |
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H. Fu,
Z. Liu,
W. Zhu,
D. Seong,
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Abstract |
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| In this study we examined the relationship between product attributes, content marketing, influencer marketing, customer satisfaction, and purchase intent. Additionally, we investigated the mediating influence of digital engagement and the moderating influence of technological infrastructure on these relationships. A self-administrative questionnaire was distributed among customers of agriculture products. Participants were requested to rate their perceptions of product attributes, content marketing, influencer marketing, digital engagement, customer satisfaction, and purchase intent. Advanced statistical techniques such as regression analysis and mediation analysis were employed to analyze the collected data, revealing the relationships and the effects of mediation and moderation. The findings of this study unveiled that product attributes, content marketing, and influencer marketing exert a positive influence on customer satisfaction and purchase intent (t value > 1.64). Moreover, digital engagement was identified as a mediator in the relationship between these marketing factors and customer satisfaction and purchase intent (t value > 1.64). Additionally, technological infrastructure emerged as a significant moderator (t value > 1.64). This study greatly contributed to the current body of literature by offering concrete empirical evidence regarding the connections between product attributes, content marketing, influencer marketing, customer satisfaction, and purchase intent. The findings offer practical implications for businesses to optimize their marketing strategies by leveraging product attributes, content marketing, and influencer marketing, while taking into consideration the influence of digital engagement and the technological infrastructure they operate within.
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