In the digital era, consumers are increasingly resistant to traditional advertising and more attracted to content that provides value. This research explores the impact of content marketing on the conversion of prospects into customers, focusing on Moroccan young adults as a target group. Based on the AIDA model and the concept of consumer engagement, the study examines how perceived relevance, exposure frequency, and content format quality influence purchase behavior, while testing the moderating effect of engagement. A quantitative survey involving 208 respondents was conducted. The results reveal that relevance and format quality have a significant positive effect on conversion, while exposure frequency shows limited impact, and engagement does not play a significant moderating role. The study offers theoretical insights and managerial recommendations for content strategy design in emerging markets.
BADI et al. (Mon,) studied this question.