2022
DOI: 10.3389/fpsyg.2022.881019
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Evaluating the Effectiveness of Digital Content Marketing Under Mixed Reality Training Platform on the Online Purchase Intention

Abstract: The purpose of this research is to investigate the effectiveness of Digital Content Marketing (DCM) on a Mixed Reality (MR) training platform environment with the consideration of online purchase intention (OPI) through social media. E-commerce today encounters several common issues that cause customers to have reservations to purchase online. With the absence of physical contact points, customers often perceive more risks when making purchase decisions. Furthermore, online retailers often find it hard to enga… Show more

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Cited by 12 publications
(8 citation statements)
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“…There is a scientific accord on the importance of digital marketing in maintaining positive consumer engagement and ensuring the success of firms [7,8,31,32,100]. There is, however, a lack of studies investigating the effects of organic (unpaid) digital marketing strategies on consumer engagement.…”
Section: Discussionmentioning
confidence: 99%
“…There is a scientific accord on the importance of digital marketing in maintaining positive consumer engagement and ensuring the success of firms [7,8,31,32,100]. There is, however, a lack of studies investigating the effects of organic (unpaid) digital marketing strategies on consumer engagement.…”
Section: Discussionmentioning
confidence: 99%
“… 25 The goodness of fit index (GFI) and normed fit index (NFI) values should be greater than 0.90, which are relatively good. 26 Many researchers interpret GFI and NFI values in the range of 0.8–0.9 are acceptable and represent a good fit as they are quite affected by the sample size. 26 , 27 …”
Section: Methodsmentioning
confidence: 99%
“… 26 Many researchers interpret GFI and NFI values in the range of 0.8–0.9 are acceptable and represent a good fit as they are quite affected by the sample size. 26 , 27 …”
Section: Methodsmentioning
confidence: 99%
“…Namun, saat ini, pemasaran digital digunakan oleh pemasar bukan hanya untuk mempromosikan barang atau jasa perusahaan, tetapi juga untuk bersaing dalam mendistribusikan konten yang dibuat oleh perusahaan (6). Ini karena bisnis harus memberikan konten yang menarik, unik, dan mendidik kepada pelanggannya (7). (11).…”
Section: Abstrakunclassified