أنماط الشخصیة كمتغیر معدل فى العلاقة بین التسویق بالمحتوى لمنصات المشاهدة الرقمیة و القیمة المدركة للخدمة

Abstract

With the continuous expansion of the field of digital media, and the increasing competition between television and radio broadcasting services over the Internet. Customer acquisition today requires more than just advertising; It requires identifying the client's personality traits, needs and desires. This research seeks to identify the importance of content marketing and its impact on the perceived value of the service, as well as the role that personality traits can play in this relationship, by applying to digital viewing platforms, where the study aimed to determine whether there is a relationship between content marketing and value The perceived value of the service, as well as the extent to which there is a relationship between personality patterns and the perceived value of the service, in addition to studying the extent, strength and influence of personality traits such as a modified variable in the relationship between content marketing and the perceived value of the service, and the results showed a positive effect of personality traits on the perceived value. , there is also a difference in the impact of content marketing according to personality traits, and showed that personality traits partly influence as a modulating variable in the relationship between content marketing and the perceived value of a service. Service perceived by viewers.