The Role of Digital Content Marketing in the Continuance of On-Demand Video Usage

This study aims to establish the correlation between the dimensions of digital content marketing and Continuance intention, mediated by trust, within the Video on Demand (VoD) category. Data were gathered through an online survey administered to 384 residents of Peru, all of whom were active subscribers to VoD platforms and followers of these platforms on their social media. The research model employed in this study is a second-order model, reflecting the multidimensional nature of Digital Content Marketing (DCM). The study's primary findings affirm a direct influence of DCM on trust. Furthermore, it confirms that trust (TRU) serves as a mediator between DCM and Continuance intention (CI), and there exists a significant relationship between trust and Continuance intention. This study also contributes to the understanding of VoD consumers, particularly regarding DCM, and offers a vital analysis that differentiates results between residents of Lima and those from other provinces.