Abstract
This article investigates the factors influencing the effectiveness of content marketing on the website of Zen Sky Nutrition Co., Ltd., a company operating in the nutritional supplements sector. Grounded in theories such as AIDA, AIDMA, and AISAS, this study proposes a five-factor model, encompassing Attraction, Interest, Desire, Action, and Share, that can influence the effectiveness of on-site content marketing. A mixed-methods approach was employed, which included qualitative research through in-depth interviews with current and past website visitors, marketing personnel, and company employees; and quantitative research through survey questionnaire and analysis using Cronbach’s Alpha, Exploratory Factor Analysis (EFA), Pearson correlation, and multiple regression. The findings indicate that three factors—Attention (β = 0,984), Interest (β = 0,874), and Desire (β = 0,832) —exert strong and statistically significant effects on content marketing effectiveness. Conversely, Action (β = 0,035) and Share (β = 0,016) do not show notable influence in this context. The qualitative results further highlight that the website has not been optimized for interactive experiences or social sharing, while customers value the attractiveness and usefulness of the content. The study contributes by providing empirical evidence and managerial implications for enterprises in optimizing content, enhancing persuasiveness, and strengthening brand trust on digital platforms.
Keywords: Digital marketing, content marketing, website, effectiveness, nutritional supplements.
JEL classification: M31, M37, L81, O33, M10.
DOI: 10.63767/TCKT.38.2026.68.83
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
