Impact of Content Marketing on Customer Perception

This study examined the impact of content marketing on customer perception within theNigerian confectionery industry, with a specific focus on Ilorin, Kwara State. Itinvestigated four key dimensions of content marketing content quality, social mediaengagement, frequency of content posting, and content format diversity and their influenceon critical indicators of customer perception, including purchase frequency, repeatpurchase rate, customer retention, and response to promotions. The study adopted aquantitative research design, utilizing a structured questionnaire distributed online viaGoogle Forms to 384 respondents selected through purposive sampling. Data wereanalyzed using descriptive statistics and Chi-square tests to explore associations betweenthe independent and dependent variables. The results revealed statistically significantrelationships between each content marketing dimension and corresponding aspects ofcustomer perception. Specifically, high content quality and engaging social mediapresence were strongly linked to increased purchase and retention rates. Consistentposting frequency and diverse content formats also positively influenced repeat purchasesand promotional responsiveness. The study concludes that well-executed contentmarketing strategies significantly shape customer attitudes and behaviours in theconfectionery sector. It recommends that within Nigerian confectionery businesses it adopta structured, consistent, and engaging content marketing approach to foster strongercustomer loyalty, drive sales, and remain competitive in the digital landscape.