Marketing de conteúdo e comportamento do consumidor: uma revisão integrativa sobre sua influência na intenção de compra

Abstract

Content marketing has assumed a strategic role in the digital environment, becoming a relevant tool for building relationships between brands and consumers. In this context, this study aimed to analyze the influence of content marketing strategies on consumers' perceived value and purchase intention within the digital landscape. To achieve this objective, an integrative literature review was conducted, drawing on national and international scientific articles in the fields of Management and Marketing. Analysis of the studies revealed that content marketing indirectly influences consumer behavior by generating perceived value, building trust, strengthening digital authority, and fostering engagement. The results demonstrate that content which is relevant, informative, and aligned with audience needs helps reduce uncertainty, bolster brand credibility, and increase the propensity to purchase. It was also found that factors such as authenticity, the humanization of communication, digital influence, and social media interaction play a significant role in shaping consumer attitudes. The study concludes that content marketing is a strategic asset capable of strengthening the relationship between companies and consumers, thereby contributing to value creation, trust consolidation, and the stimulation of purchase intention in the digital environment.