Marketing de contenido: influencia en la decisión de compra del consumidor- tienda fémina FASHIOND’LISS, Manta.

Abstract

Currently, companies seek strategies to differentiate themselves and capture consumers' attention, with content marketing being a key tool. This study aims to determine the influence of content marketing on the purchasing decisions of consumers at the Fashiond’Liss store, employing a quantitative methodology with a nonexperimental correlational approach and convenience sampling. A questionnaire is applied to 85 consumers, and the data is analyzed using the IBM SPSS 29.0 statistical system. The results reveal an extremely high correlation between content marketing and purchasing decisions, with a Spearman Rho coefficient of 0.997, validating the proposed hypothesis. In conclusion, content marketing establishes itself as a key tool for business success, allowing entrepreneurs to attract customers and adapt to consumer expectations in a constantly evolving world.