The impact of digital content marketing on the purchasing decision of Gen Z through the mediating role of purchase intention: The case of purchasing English

Abstract

The objective of this study is to assess the impact of digital content marketing on the purchasing decisions of Generation Z customers through the mediating role of purchase interest in the English education service sector in Can Tho City. The study surveyed 300 individuals enrolled in English courses across 41 English centers and applied Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis using SmartPLS software. The research findings indicate that the utilization of digital content marketing, based on factors such as informational value, entertainment value, social value, and functional value, positively influences purchasing decisions by enhancing customers’ purchase interest. Based on these results, the author suggests several managerial measures to enhance the effectiveness of digital content marketing in English centers, aiming to stimulate purchase interest and reinforce purchasing decisions among Generation Z customers.