IDEAS home Printed from https://ideas.repec.org/a/aac/ijirss/v8y2025i1p2525-2532id5028.html
   My bibliography  Save this article

Digital content marketing influence on buying decision via mediation of technology innovation

Author

Listed:
  • Asem Nasser Alnasser
  • Abdullah Ali Alsadoun

Abstract

This study examines the relationships between digital content marketing, technology innovation, and consumer buying decisions in the context of online shopping in Saudi Arabia. The study aims to determine how digital content marketing influences technology innovation and buying decisions, as well as the mediating role of technology innovation. A cross-sectional research design was employed, collecting data from 341 individuals with online shopping experience through convenience sampling. Structural equation modeling (SEM) was used to analyze the direct and indirect effects among the study constructs. The results indicate that digital content marketing significantly influences technology innovation and directly impacts consumer buying decisions. Additionally, technology innovation serves as a mediator, strengthening the effect of digital content marketing on buying decisions. The study underscores the importance of integrating digital content marketing with technology-driven innovations to enhance consumer engagement and drive purchasing behavior. The findings provide actionable insights for marketers seeking to optimize digital marketing strategies and leverage technological innovations to align with consumer preferences, ultimately improving online shopping experiences in Saudi Arabia.

Suggested Citation

  • Asem Nasser Alnasser & Abdullah Ali Alsadoun, 2025. "Digital content marketing influence on buying decision via mediation of technology innovation," International Journal of Innovative Research and Scientific Studies, Innovative Research Publishing, vol. 8(1), pages 2525-2532.
    • Handle: RePEc:aac:ijirss:v:8:y:2025:i:1:p:2525-2532:id:5028
    as

    Download full text from publisher

    File URL: https://ijirss.com/index.php/ijirss/article/view/5028/785
    Download Restriction: no
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aac:ijirss:v:8:y:2025:i:1:p:2525-2532:id:5028. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Natalie Jean (email available below). General contact details of provider: https://ijirss.com/index.php/ijirss/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.