Content Marketing and Consumer Buying Behaviour of Cosmetic Products in Uyo Metropolis, Akwa Ibom State

The proliferation and extensive application of content marketing in the digital age has prompted numerous scholarly investigations into its impact on customers' purchasing behaviours across diverse sectors. This study investigates the influence of content marketing on consumer buying behaviour for cosmetic products in Uyo, Akwa Ibom State. The primary objective was to explore the effects of infographics, blogs, and videos on consumer buying behaviour for cosmetic products. The survey research design was employed. A convenience sampling technique was used to gathered data from 384 customers using a structured questionnaire. Subsequently, descriptive analysis was conducted on the collected data, and the study's hypotheses were tested utilising the simple linear regression technique. Findings from the first hypothesis test indicated that infographics have a significant positive influence on consumers' buying behaviour for cosmetics. The findings also showed that blogs have a significant positive effect on consumers' buying behaviour for cosmetic products. Furthermore, the findings revealed that videos have a significant positive influence on consumer buying behaviour for cosmetics in the Uyo metropolis in Akwa Ibom State. As a result, this research suggests, among others, that firms should distribute infographics across various digital platforms, including social media, websites, and email newsletters to maximise reach and engagement. In addition, acknowledging the constraints of this study, scholars have been encouraged to perform longitudinal studies to examine how consumer attitudes towards content marketing and purchasing behaviour evolve over time.