Digital content marketing influence on buying decision via mediation of technology innovation

Abstract

 This study examines the relationships between digital content marketing, technology innovation, and consumer buying decisions in the context of online shopping in Saudi Arabia. The study aims to determine how digital content marketing influences technology innovation and buying decisions, as well as the mediating role of technology innovation. A cross-sectional research design was employed, collecting data from 341 individuals with online shopping experience through convenience sampling. Structural equation modeling (SEM) was used to analyze the direct and indirect effects among the study constructs. The results indicate that digital content marketing significantly influences technology innovation and directly impacts consumer buying decisions. Additionally, technology innovation serves as a mediator, strengthening the effect of digital content marketing on buying decisions. The study underscores the importance of integrating digital content marketing with technology-driven innovations to enhance consumer engagement and drive purchasing behavior. The findings provide actionable insights for marketers seeking to optimize digital marketing strategies and leverage technological innovations to align with consumer preferences, ultimately improving online shopping experiences in Saudi Arabia.