THE IMPACT OF CONTENT MARKETING ON ONLINE CUSTOMER’S ATTITUDE: THE CASE OF INSTAGRAM MARKETING

Abstract

This research explores the dynamic landscape of Instagram content marketing and its profound influence on shaping online consumer attitudes. Investigating the effectiveness of content marketing, the role of influencer collaboration, and the timing of posts, the study aims to bridge gaps in comprehending Instagram content marketing's nuanced impact on customer attitudes. It delves into how these key elements intricately influence customer attitudes in the online realm. Utilizing a robust quantitative methodology, the research conducts an extensive online survey targeting Instagram users. Specifically focusing on university students aged 18-26 ensures a diverse and representative participant pool. The collected data is interpreted using SPSS. Within a theoretical framework, the study formulates hypotheses concerning the various dimensions of content marketing. The results reveal significant support for all three hypotheses, indicating that content marketing effectiveness, timing of posting, and influencer collaboration play pivotal roles in shaping online customer attitudes on Instagram. Beyond the academic realm, this thesis serves as a practical guide for marketers, offering valuable insights to optimize and elevate their Instagram content marketing strategies effectively