Content Marketing and Online Shopping Behavior towards Skincare Products among Female Students in Ekiti State University, Ado Ekiti, Nigeria

Abstract

This study investigated the effect of content marketing on online shopping behavior towards skincare products among female students at Ekiti State University. Ado Ekiti. The study examined the effect of blog content, podcasts, video content, and e-books on online shopping behavior. The study adopted a descriptive research design. The study was limited to the female students of Ekiti State University with a population of 15,787, and a sample of 400 respondents using the Taro Yamane (1967) model. The study adopted a purposive sampling technique by identifying female students who have patronized skincare products online. Simple regression analysis was used to test the research hypotheses at the 0.05 level of significance. The results show that blog content may result in a negative response in online shopping behavior. (b = -0.127, p = 0.035); however, it is significant. Podcasts may result in a positive response in online shopping behavior. (b = 0.128, p = 0.012) and it is significant. Furthermore, video content shows (b = 0.118, p = 0.025). The positive beta indicates that the video content may result in a positive response in online shopping behavior among female students at Ekiti State University, Ado Ekiti. However, E-Book shows b = 0.065, p = 0.203. The positive beta indicates that the e-book may result in a positive response in online shopping behavior. However, the result uncovered that e-books do not significantly affect online shopping behavior among female students at Ekiti State University, Ado Ekiti. The study concluded that content marketing, by its nature, provides the opportunity to create an entertaining environment. After some time, people may forget why they bought the product, its features, and such information, but they will remember the experiences they had at that moment. For this reason, businesses can establish relationships with consumers by producing entertaining content. The important thing is to create humorous content that entertains people and appeals to people's emotions and is conveyed to the target audience through stories.