A Review of Content Marketing’s Influence on Consumers’ Purchase Intention in Live-streaming E-commerce

In the contemporary digital landscape, the proliferation of information has led to an increasing diversity of channels through which consumers obtain information, resulting in a gradual transformation of shopping habits. Consumers now frequently rely on external sources to make well-informed purchasing decisions, leading to the emergence of live shopping as a prominent avenue for gathering product information and completing transactions. E-commerce live streaming has experienced rapid growth, leveraging its ability to generate traffic and capture consumer attention. The integration of content and live streaming not only meets users’ psychological needs but also facilitates seamless communication between buyers and sellers. From the perspective of content marketing typologies, this paper examines content marketing across three key dimensions: informational content, entertainment content, and emotional content. It further explores the impact of content marketing on consumers’ purchase intentions within the context of e-commerce live streaming.