A Study on Personalized Content Marketing and its Impact on Brand Equity in E-Commerce Sites

Abstract

The purpose of this paper is to study the impact of personalized content marketing on brand equity in e-commerce websites. The study inferred that factors such as Brand awareness, Perceived Uniqueness and Brand Loyalty lead to Increased Purchase Intention with proper Customized marketing activities. A framework is created with the combination of these factors and are chosen as the study variables. A self-structured survey questionnaire was developed and distributed to 155 individuals from Chennai who purchase products from selected e-commerce sites. The study results indicated that when customized marketing influence targeted audiences and consequently brand image and brand equity is improved. This study adds to the literature on services marketing, social media and branding in the context of e-commerce platforms. The study has chosen Amazon India, Ajio and Flipkart as the study units. This article contributes to the enhancement of content marketing strategies by Indian marketers within e-commerce sites.