26. THE IMPACT OF CONTENT MARKETING ON THE CONVERSION OF PROSPECTS INTO CUSTOMERS IN THE MOROCCAN CONTEXT

In recent years, digital technology has taken a growing place in our daily lives and has become essential in most everyday tasks. Morocco is no exception: since the Covid-19 pandemic, the country has gone through a real digital transformation, and brands have started to realise how much digital can influence consumer behaviour. This evolution has progressively pushed Moroccan companies to promote their products and services through online channels, which is what led us to focus our research on the impact of content marketing on the conversion of prospects into customers in Morocco. The topic has already been studied from different angles, but very few works have looked at it in the North African and, more specifically the Moroccan context, which is precisely the gap our research tries to address. Our study relies on three main theories: the AIDA model, Customer Engagement Theory and the Stimulus-Organism-Response (SOR) model. We followed a quantitative approach based on an online questionnaire, from which 160 responses were collected and then analysed with SPSS through Cronbach's alpha and multiple linear regressions. The results allowed us to identify the dimensions that really influence the conversion of prospects, namely perceived value, content relevance and interactivity as well as those that are not enough on their own to drive conversion, such as publication frequency alone. The paper closes with a set of concrete recommendations addressed to Moroccan brands and to the emerging digital ecosystem in Morocco.

BADI, AYA; HILMI, MOUNA

Revue Marocaine de Recherche en Management et Marketing (2025)

Vol. 17 N° 2 (2025)

DOI: 10.48376/IMIST.PRSM/remarem-v17i2.58711

Import OAI-PMH · Identifiant source : oai:revues.imist.ma:article/58711