Impact of Content Marketing on Purchase Intention and Brand Loyalty among Generation Z

Hongyu Wang

doi:10.54254/2754-1169/2025.BL29964

Advances in Economics, Management and Political SciencesOpen access

Impact of Content Marketing on Purchase Intention and Brand Loyalty among Generation Z

Research Article

Open Access

Impact of Content Marketing on Purchase Intention and Brand Loyalty among Generation Z

Hongyu Wang ^1*

¹ University of Washington

^*Corresponding author: hongyw9@uw.edu

Published on 26 November 2025

AEMPS Vol.245

ISSN (Print): 2754-1177

ISSN (Online): 2754-1169

ISBN (Print): 978-1-80590-569-1

ISBN (Online): 978-1-80590-570-7

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Abstract

Digital content now shapes how Gen Z hears about brands, makes a choice, and decides to return. This paper reviews recent studies on young consumers. It asks a simple question: when does content move intention, and when does it build loyalty? Across the literature, three patterns repeat: clear information that reduces doubt, emotion and story that make a message stick, and social cues that travel through peers. Context matters. In high-involvement or tech markets, how-to guides and specs drive decisions. In tourism and other experience goods, vivid and persuasive framing works better. Loyalty needs more than a one-off post. It forms when good experiences become trust. Engagement keeps that trust alive, especially in places where people can interact, co-create, and return. Creator voice and visible honesty help. Over-scripted promotions hurt. Platform rules shape delivery. Long video supports story and depth. Short feeds reward an early moment of value and light interaction. This review turns the patterns into practice: pair one fact with one human scene; keep a steady cadence; host small community spaces; measure saves, replies, replays, and returns, not only views. In short, effective content for Gen Z blends clarity, feeling, and participation. It can spark intention today and earn loyalty over time.

Keywords:

Content marketing, Generation Z, purchase intention, brand loyalty, digital engagement

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References

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References

[1]. Pektas, S. Y., & Hassan, A. (2020). The effect of digital content marketing on tourists’ purchase intention. Journal of Tourismology, 6(1), 79–98. https: //doi.org/10.26650/jot.2020.6.1.0011

[2]. Lopes, A. R., & Casais, B. (2022). Digital content marketing: Conceptual review and recommendations for practitioners. Academy of Strategic Management Journal, 21(2), 1–17.

[4]. Du Plessis, C. (2017). The role of content marketing in social media content communities. South African Journal of Information Management, 19(1), 1–7. https: //doi.org/10.4102/sajim.v19i1.866

Cite this article

Wang,H. (2025). Impact of Content Marketing on Purchase Intention and Brand Loyalty among Generation Z. Advances in Economics, Management and Political Sciences,245,22-30.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceedings of ICFTBA 2025 Symposium: Data-Driven Decision Making in Business and Economics

ISBN: 978-1-80590-569-1(Print) / 978-1-80590-570-7(Online)

Editor: Lukášak Varti

Conference website: https://2025.icftba.org/Bratislava.html

Conference date: 12 December 2025

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.245

ISSN: 2754-1169(Print) / 2754-1177(Online)

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