Authors: Pragati Ravindra Sidwadker, Prof. Divya Dongre
Abstract: In the modern digital era, content marketing has become an important strategy for businesses to attract and engage customers through social media platforms. This study focuses on analyzing the impact of content marketing on customer engagement. The research examines how different types of content such as reels, videos, posts, blogs, and captions influence customer interaction and buying behaviour. The main objective of the study is to understand the importance of content marketing in digital marketing, identify the most preferred type of content, and measure customer engagement through likes, comments, shares, views, and interactions. The study also analyzes how social media content affects customer purchase decisions. A descriptive research design is used for the study. Both primary and secondary data are collected. Primary data is gathered through a structured questionnaire from 100 respondents, including students and working professionals who actively use social media platforms like Instagram, Facebook, and YouTube. Secondary data is collected from books, journals, articles, and online sources related to digital marketing and customer engagement. The collected data is analyzed using percentage methods, pie charts, and bar graphs. The findings reveal that reels, short videos, and informative content generate higher customer engagement compared to traditional content formats. The study also shows that engaging and creative content positively influences customer interest, trust, and buying behaviour. Overall, the research concludes that content marketing has a significant positive impact on customer engagement and plays an important role in improving brand awareness and customer relationships in the digital marketplace.
DOI: https://doi.org/10.5281/zenodo.20325800
