Abstract:

The study ascertains the extent to which content marketing is used by businesses. The objective of the study was to ascertain the extent to which content marketing is used by businesses. The study employed the quantitative research method where the data for the study were collected through the survey approach. The regression method was employed to analyse the data collected and it was found that: access to micro content does not significantly influence individual trust for a product compared to access to large content. However, access to content, online presence, age, and gender significantly influence consumer trust. Content marketing, higher online purchasing behavior, and higher consumer age significantly increase trust for a product. Males were less likely to have reduced trust compared to females. The research suggests that modern consumers are more concerned with the quality and dependability of information than its length. Therefore, businesses should focus on providing accurate, transparent, and dependable information. Content marketing plays a crucial role in fostering consumer confidence, as it increases trust by providing thorough and trustworthy information. This highlights the importance of digital marketing methods and the need for businesses to invest in informative, precise, and interesting content marketing efforts to increase brand trust and customer loyalty.