Applying uses and gratifications theory to explore the effect of digital content marketing on purchase intention: The role of brand trust as moderator

This research aims to investigate the impact of digital content marketing (DCM) motivations on customer purchase intention through their engagement. In which, moderator effect of brand trust is considered. Applying Uses and Gratification Theory (UGT), the DCM motivations were classified into information, entertainment, social interaction, and remuneration.
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Applying uses and gratifications theory to explore the effect of digital content marketing on purchase intention: The role of brand trust as moderator