MDIM Journal of Management Review and Practice

A Study on Content Marketing Strategy to Influence Customer Purchasing Decision

Surjadeep Dutta¹, Sarthak Sengupta², Sindu Bharathi S.K.³, Paul Arun Kumar³ and Prabhavathy R.³

First Published 6 Feb 2026. https://doi.org/10.1177/mjmrp.251409595

Article Information

Corresponding Author:

Surjadeep Dutta, Brandocube Solutions, Durgapur, West Bengal 713216, India.
Email: surjadeepdutta@gmail.com

¹Brandocube Solutions, Durgapur, West Bengal, India

²School of Digital Health, IIHMR University, Jaipur, Rajasthan, India

³Faculty of Management, SRM Institute of Science and Technology, Kattankulathur, Chengalpattu District, Tamil Nadu, India

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-NonCommercial 4.0 License (http://www.creativecommons.org/licenses/by-nc/4.0/) which permits non-Commercial use, reproduction and distribution of the work without further permission provided the original work is attributed.

Abstract

In the midst of the rapidly evolving digital landscape, content marketing has emerged as an essential strategy for influencing consumer buying habits, particularly in business-to-consumer economies. This theoretical research examines the effect of various content marketing strategies—narrative approaches, personalized messages, social media engagement and search engine optimization on consumer attitudes, trust levels and purchasing habits. By moving away from traditional push-style promotion approaches to value-centric and emotionally engaging content, brands are able to develop closer bonds with target consumers, yielding increased levels of brand loyalty and higher conversion rates. The article also considers the growing significance of video content, influencer marketing campaigns, and data-driven personalization in maximizing the effectiveness of content strategies. Based on a meticulous review of current scholarly literature, this research discovers the pivotal role of content marketing in building digital consumer experiences and offers insights into emerging trends and future research directions.

Keywords

Content marketing, consumer attitudes, search engine optimization, influencer marketing, video content

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