The effect of micro-content marketing on consumer buying behaviour

Micro-content marketing

Abstract

The study investigated the effect of micro-content marketing on consumer buying behavior. The objective of the study was to ascertain the effect of micro-content marketing on consumer buying behaviour. The study employed a quantitative methodology. Data was collected using the survey instrument and analysed using the regression method of data analysis. The study concluded that accessing microcontent significantly reduced the likelihood of purchasing a product compared to accessing large content. Factors such as the time needed to access a product and online purchasing behaviour also influenced consumer behaviour. Micro-content marketing may not be as impactful in convincing consumers to make a purchase due to a lack of depth. Larger content achieves a better audience through storytelling, the creation of emotional connections, and in-depth explanations. Combining micro-content with larger content produces more detailed material, which can guide customers through the buying process and increase their conviction to make a purchase. The findings also revealed a significant correlation between online shopping habits and the possibility of making purchases due to social media use. Social media platforms not only act as channels for product discovery but also actively impact buying choices. Understanding and utilising this link between online purchase behaviour and social media impact could be crucial for businesses.