Examining the Influence of Content Marketing on The Purchase Intentions of Domestic Tourism Among Graduate Business Students at The University of Zambia

Chilawo Mulyunga and Moffa Chawala
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Chilawo Mulyunga: University of Zambia
Moffa Chawala: University of Zambia

African Journal of Commercial Studies, 2026, vol. 7, issue 2

Abstract: This study examined the influence of content marketing on the purchase intentions of domestic tourism among Graduate Business students at the University of Zambia, focusing on content quality, engagement, and personalisation. Guided by the Theory of Planned Behaviour (TPB) and the Elaboration Likelihood Model (ELM), the study adopted a quantitative descriptive survey design. A sample of 334 students was selected from a population of 2,000 using simple random sampling. Data were collected through a structured, closed-ended questionnaire and analysed using SPSS, employing descriptive statistics, regression analysis, and ANOVA to test relationships and determine statistical significance. The results indicated that all three variables had a positive and statistically significant effect on purchase intention, with content quality emerging as the strongest predictor, followed by content engagement, while personalisation had a weaker but still significant effect. The findings demonstrate that high-quality and engaging content significantly influence students’ travel decision-making by enhancing attitudes, trust, and perceived relevance. The study contributes theoretically by integrating TPB and ELM to explain how digital content influences behavioural intention in a developing country context. It recommends that tourism marketers prioritise high-quality, interactive, and ethically managed personalised content to maximise effectiveness, while addressing challenges such as data privacy concerns and technological limitations.

Keywords: Content Marketing; Purchase Intention; Engagement; Personalisation; Tourism (search for similar items in EconPapers)
JEL-codes: D83 M31 Z32 (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:cwk:ajocsk:2026-41

DOI: 10.59413/ajocs/v7.i2.23

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