University of Oulu

Impact of digital content marketing (DCM) on customers’ online purchasing behavior

Saved in:
Author: Khan, Md1
Organizations: 1University of Oulu, Oulu Business School, Department of Marketing, Marketing
Format: ebook
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 1 MB)
Pages: 91
Persistent link:
Language: English
Published: Oulu : M. Khan, 2019
Publish Date: 2019-05-10
Thesis type: Master's thesis
Tutor: Koivumäki, Timo
Reviewer: Ulkuniemi, Pauliina
Koivumäki, Timo


This study aims to understand how digital contents are acting as a motivating factor to influence on customers online purchasing behavior as well as online purchasing process. More clearly this study will understand and analyze the phenomenon closely on how digital contents are influencing customers into customers five stages of the online purchasing process.

The theoretical framework is formed during the study which is based on the findings of previous researches related to digital content marketing and online purchasing behavior.

The research is conducted on the qualitative method where semi-structured interview is applied for data collection. The target age group for data collection is 25 to 34 who purchase mostly electronic products from the online marketplace. The empirical analysis is done based on abductive reasoning approach.

The finding of the study shows that digital contents affect on customers online purchasing process. The research also found that the right structure and strategy should be applied to create and distribute digital content which engages customers towards digital contents and motivate them to rely on digital contents into the online purchasing decision-making process.

Finally, the study showed theoretical contributions, managerial implications, and suggestions for further research regarding digital contents.

see all

Copyright information: © Md Khan, 2019. This publication is copyrighted. You may download, display and print it for your own personal use. Commercial use is prohibited.