How Digital Content Marketing of E-commerce Retailers Influence Their Sales Performance? An Empirical Study from the Integrated Marketing Perspective

The empirical results show that the information richness of e-retailers’ DCM positively influence their sales performance and the interaction between DCM information richness and price promotion negatively impacts the sales performance of high-reputation e-retailers, while the interaction between DCM information richness and display advertising positively impacts the sales performance of high-reputation e-retailers.