How user-generated content advertising influences consumer attitudes, trust and purchase intention of products and services
Due to the rapid advancement of new technologies in business, marketers’ dependency on usergenerated content (UGC) is rising. This study therefore seeks to elucidate the importance of usergenerated content in creating sales and establishing relationships with customers. Convenience non-probability...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2022-10-01
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| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1548 |
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| _version_ | 1832593784062345216 |
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| author | Diana Demba Norman Chiliya Tinashe Chuchu Tinashe Ndoro |
| author_facet | Diana Demba Norman Chiliya Tinashe Chuchu Tinashe Ndoro |
| author_sort | Diana Demba |
| collection | DOAJ |
| description |
Due to the rapid advancement of new technologies in business, marketers’ dependency on usergenerated
content (UGC) is rising. This study therefore seeks to elucidate the importance of usergenerated
content in creating sales and establishing relationships with customers. Convenience
non-probability sampling was adopted in selecting 330 participants. In addition, structural
equation modelling was used in testing proposed hypotheses. Findings reveal that there is a
positive relationship between the use of UGC, brand trust and purchase intention. However, it
is observed that subjective norms, information quality and source credibility affect the use of
UGC for decision making. The main recommendation is that it is imperative for marketers to be
cognisant of their online audience and engage with customers online. Overall, this study will aid
marketers in the comprehension of the factors associated with brand trust and purchase intention
in relation to UGC advertising.
|
| format | Article |
| id | doaj-art-8adacdf987f04463852fda8e7b2bba0e |
| institution | Kabale University |
| issn | 0259-0069 2957-7950 |
| language | English |
| publishDate | 2022-10-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | Communicare |
| spelling | doaj-art-8adacdf987f04463852fda8e7b2bba0e2025-01-20T08:56:26ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-10-0138110.36615/jcsa.v38i1.1548How user-generated content advertising influences consumer attitudes, trust and purchase intention of products and servicesDiana Demba0Norman Chiliya1Tinashe Chuchu2https://orcid.org/0000-0001-7325-8932Tinashe Ndoro3https://orcid.org/0000-0003-3031-5161University of the WitwatersrandUniversity of the WitwatersrandUniversity of PretoriaUniversity of Pretoria Due to the rapid advancement of new technologies in business, marketers’ dependency on usergenerated content (UGC) is rising. This study therefore seeks to elucidate the importance of usergenerated content in creating sales and establishing relationships with customers. Convenience non-probability sampling was adopted in selecting 330 participants. In addition, structural equation modelling was used in testing proposed hypotheses. Findings reveal that there is a positive relationship between the use of UGC, brand trust and purchase intention. However, it is observed that subjective norms, information quality and source credibility affect the use of UGC for decision making. The main recommendation is that it is imperative for marketers to be cognisant of their online audience and engage with customers online. Overall, this study will aid marketers in the comprehension of the factors associated with brand trust and purchase intention in relation to UGC advertising. https://journals.uj.ac.za/index.php/jcsa/article/view/1548usergenerated content (UGC)consumerattitudes, trust and purchase intentionproducts and servicesadvertisingmarketers |
| spellingShingle | Diana Demba Norman Chiliya Tinashe Chuchu Tinashe Ndoro How user-generated content advertising influences consumer attitudes, trust and purchase intention of products and services Communicare usergenerated content (UGC) consumer attitudes, trust and purchase intention products and services advertising marketers |
| title | How user-generated content advertising influences consumer attitudes, trust and purchase intention of products and services |
| title_full | How user-generated content advertising influences consumer attitudes, trust and purchase intention of products and services |
| title_fullStr | How user-generated content advertising influences consumer attitudes, trust and purchase intention of products and services |
| title_full_unstemmed | How user-generated content advertising influences consumer attitudes, trust and purchase intention of products and services |
| title_short | How user-generated content advertising influences consumer attitudes, trust and purchase intention of products and services |
| title_sort | how user generated content advertising influences consumer attitudes trust and purchase intention of products and services |
| topic | usergenerated content (UGC) consumer attitudes, trust and purchase intention products and services advertising marketers |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/1548 |
| work_keys_str_mv | AT dianademba howusergeneratedcontentadvertisinginfluencesconsumerattitudestrustandpurchaseintentionofproductsandservices AT normanchiliya howusergeneratedcontentadvertisinginfluencesconsumerattitudestrustandpurchaseintentionofproductsandservices AT tinashechuchu howusergeneratedcontentadvertisinginfluencesconsumerattitudestrustandpurchaseintentionofproductsandservices AT tinashendoro howusergeneratedcontentadvertisinginfluencesconsumerattitudestrustandpurchaseintentionofproductsandservices |