The Effect of Digital Content Marketing on Consumers' Brand Preferences

With the widespread use of digital platforms and social media, significant changes have occurred in consumers’ purchasing and brand preference behaviors. Before purchasing a product or service, consumers conduct online research and choose the brand they find most suitable. In today’s digital and highly competitive environment, brands use digital channels to reach their target audiences and communicate with consumers. To sustain this communication effectively, brands produce creative content and continuously engage with their audiences. Therefore, the importance of content marketing has been increasing. The aim of this study is to examine digital content marketing activities and analyze the effect of designed content on consumers’ brand preferences. The population of the study consists of social media users aged 18 and over living in Turkey. An online survey was conducted, and data from 403 participants were analyzed. Regression analysis was performed to measure the effect of digital content marketing sub-dimensions on brand preference. The findings indicate that informativeness, reliability, and entertainment positively affect brand preference.