Research Article
Research on Content Marketing Based on SEM ---Takes the Content Marketing of Food Blogger Lee Ziqi as an Example
@INPROCEEDINGS{10.4108/eai.17-6-2022.2322719, author={Guangkuan Hu and Cui Tang}, title={Research on Content Marketing Based on SEM ---Takes the Content Marketing of Food Blogger Lee Ziqi as an Example }, proceedings={Proceedings of the International Conference on Information Economy, Data Modeling and Cloud Computing, ICIDC 2022, 17-19 June 2022, Qingdao, China}, publisher={EAI}, proceedings_a={ICIDC}, year={2022}, month={10}, keywords={content marketing; immersive experience; willingness to buy; expertise; interaction}, doi={10.4108/eai.17-6-2022.2322719} }- Guangkuan Hu
Cui Tang
Year: 2022
Research on Content Marketing Based on SEM ---Takes the Content Marketing of Food Blogger Lee Ziqi as an Example
ICIDC
EAI
DOI: 10.4108/eai.17-6-2022.2322719
Abstract
With the rise of short video, buyers have more convenient and more channels to obtain information, have more choice space, and occupy the initiative in the buying and selling market. With the development of big data, businesses obtain more and more accurate consumer information, which makes the analysis results closer to the real situation, and lays a foundation for businesses to formulate personalized marketing for different consumers. Therefore, based on the analysis of questionnaire data, this paper studies the direct and indirect impact of four sub contents of content marketing: knowledge content, entertainment content, emotional content and interactive content on purchase intention with immersive experience as the intermediary variable. It is suggested that enterprises enrich their professional knowledge, increase the interaction with consumption, and create a sense of immersion and immersive for consumers.