Design and validation of an instrument to measure content marketing in shopping centers
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Abstract
Introduction: In an age of information overload, content marketing has become a key strategy for attracting and retaining audiences through engaging and trustworthy content. Objective: To design and validate an instrument for measuring content marketing within shopping centers. Methodology: A quantitative, non-experimental, cross-sectional study was conducted on a sample of 307 shoppers at shopping malls in Huánuco. The initial 34-item questionnaire was validated using Aiken’s V index, exploratory factor analysis, and Cronbach’s alpha reliability analysis, resulting in a final version consisting of 26 items following psychometric refinement. Results: Factor analysis revealed a structure composed of three dimensions —credibility and trust, content relevance, and content accessibility— which explained 53.34% of the total variance. The KMO index (0.894) and Bartlett's sphericity test (p < 0.001) confirmed the adequacy of the model. Discussion: It has been confirmed that the model has theoretical relevance and statistical validity for evaluating content marketing in shopping centers within a hybrid and omnichannel context and dynamic. Conclusions: It is concluded that the validated instrument represents a methodological advance in marketing, as it provides an empirical framework with dimensions such as credibility and trust, content relevance, and content accessibility. Its application in mixed in-person and online sales environments generates valuable information for communication management, without directly impacting consumer interaction, brand loyalty, or purchase intent.
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