Doi.org/10.52340/eab.2026.18.02.08

The paper highlights digital content marketing as a new and increasingly important strategy in today\\'s business world. Consequently, the influence of digital content on consumer behavior has become a significant focus for contemporary researchers. However, there is a scarcity of detailed studies in the scientific literature addressing the factors that define digital content within online commerce. This issue is particularly relevant in the context of Georgia, where digital marketing is rapidly evolving. In Georgia, the impact of content marketing on consumers\\' online behavior remains largely unexplored, which consequently hampers business development in this area. Given this situation, special attention is devoted to emotional and behavioral factors—especially attitudes toward brands and purchase intentions. Our study aims to investigate consumer perceptions of digital content related to online commerce.
Based on the analysis of diverse literature, research hypotheses have been formulated, and a conceptual model of the study has been developed. The paper uses a quantitative research method, namely an online survey. The main variables selected for the study are the informativeness of digital content, its usefulness and ease of use, user engagement, attitude towards content, and purchase intention. A total of 805 respondents were interviewed. The obtained data were processed using regression analysis. As a result of the analysis, statistically significant values were obtained, which prove the suitability of the developed model.
The study showed that the majority of respondents agree that online shopping content provides them with information on how to use the product/brand. It is also clear that the post directly promotes an event related to the brand. In addition, digital content provides users with timely information about brands. In addition, videos embedded in digital content provide valuable information about brands.
Most consumers find the information in digital content easy to digest, and most digital content is easy to use when shopping online. Also, digital content makes it easy for consumers to find what they need, and the information they receive makes it easier to make an online shopping decision. It was also found that most consumers agree with the statement that content shared by consumers increases brand awareness and creates a good quality impression, which makes the brand more valuable. However, most consumers are neutral about the statements that online shopping through content is wise and, if given the opportunity, they would plan to purchase the product mentioned in the content in the future.
The study confirms that the informativeness, usefulness, and ease of use of online shopping-related content significantly influence consumer engagement. In addition, engagement and attitude, as key mediating factors, link antecedent factors to purchase intention. The study results confirm that consumers\\' cognitive and emotional evaluation of content marketing has a significant impact on their behavioral intention.
This study further expands the literature on content marketing, providing a theoretical framework (understanding) of digital consumer behavior. The study confirms that attitude, as a psychological mechanism, plays a mediating role through which engagement shapes behavioral intention and also expands the model of technology adoption. Accordingly, this study contributes to the development of content marketing theory by clearly identifying specific directions of influence between cognitive, emotional, and behavioral constructs.
From a managerial perspective, the results of this study highlight the need to develop content marketing strategies that focus on customer engagement through informativeness, usefulness, and ease of use. Based on the study, marketers should focus on creating authentic and high-quality digital content that will build trust and positive impressions among customers, which will ultimately increase purchase intent. Organizations operating in the digital world can use this data to refine their digital content strategies, improve customer experience, and build lasting loyalty.
The study provides strong evidence based on the analysis conducted, but there are some limitations to consider. First, the cross-sectional nature of the study limits causal inferences. Also, the composition of the target group may hinder the generalizability of the results. It is possible that cultural factors could have influenced the perception of the content if the data had been collected with a specific demographic and geographic segment in mind. The focus of the study on quantitative research excludes potentially valuable qualitative information on the motivations of consumers that determine their perceptions. To further strengthen our research findings, future studies should use longitudinal and experimental research methods to establish cause-and-effect relationships and track the dynamics over time in terms of consumer engagement and purchase intention. Further scientific research could examine the impact of new digital technologies, such as artificial intelligence and virtual influencers, on consumers\\' perceptions of content marketing.

Keywords: online shopping, digital content marketing, consumer behavior, marketing research.
JEL Codes: M30; M31.

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