Nowadays, customers significantly change their behavior in line with technology and the global economic environment. They obtain a large volume of information through the marketing of companies, so content marketing is one of the latest marketing strategies, looking for attracting and retaining customers by generating and distributing valuable, relevant, and reliable content. The objective of this study was to examine the effects of content marketing (ICM) on brand attitude (Batt) and electronic verbal communication (eWOM) in the electronic tourism industry. This study was conducted with a total of 300 people who used the Marco Polo Tourism site and the data were collected by structural equation modeling and they were analyzed using AMOS20 software and interpreted by path analysis. The results revealed that content marketing has a significant impact on brand attitude and electronic verbal communication in the electronic tourism industry. In addition, brand attitude significantly affects the electronic verbal communication. It is expected that the results of this study, as fundamental data, to be used in the development of content marketing strategies, especially by examining the relative importance of each of the components of content marketing in the electronic tourism industry.
