Content marketing on Instagram. The case of Natural Pau Organic in Lima
DOI:
https://doi.org/10.15381/gtm.v26i52.27077Keywords:
Marketing, Social media, Instagram, Decision-makingAbstract
The objective of this paper is to determine how content marketing is related to the way users decide to purchase Pau Organic natural cosmetics products on Instagram. For this purpose, a quantitative approach methodology was used, with a descriptive correlational nonexperimental and cross-sectional design, for a study population of 11,300 followers and a sample of 372. The survey technique was used to collect the information and the instrument was probability sampling. The results showed that there is a significant relationship between content marketing on Instagram and the way users purchase Pau Organic natural cosmetics products on Instagram, with a Spearman coefficient of 0.603, which is positive and moderate, and a significance level of 0.000.
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Copyright (c) 2023 Karina Lizeth Rubio Mendoza
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