User-Generated Content and Its Impact on Brand Attitude and Purchase Intentions

Chelliah A. A. E., Nawaz N., Gajenderan V.

International Conference on Business and Technology (ICBT), İstanbul, Turkey, 6 - 07 November 2021, vol.485, pp.421-432 identifier identifier

  • Publication Type: Conference Paper / Full Text
  • Volume: 485
  • Doi Number: 10.1007/978-3-031-08093-7_28
  • City: İstanbul
  • Country: Turkey
  • Page Numbers: pp.421-432
  • Keywords: Brand attitude, Purchase intensions, e-WoM, User generated contents, WORD-OF-MOUTH, SOCIAL MEDIA, CO-CREATION, ONLINE, COGNITION, WEBSITE, CULTURE
  • Middle East Technical University Affiliated: No

Abstract

The study aims to know the Impact of User-Generated Contents on Brand Attitude and Purchase intentions among the Customers. The study was used primary and secondary data used. The data attained from research papers, magazines, articles, and textbooks related to Attitude towards the Brands, Purchase Intensions, and User Generated Contents. The Primary data accumulated from the customers aware of the User Generated Contents The study used a simple convenience sampling technique. Overall, 600 well-structured questionnaires were dispensed, out of which 557 questionnaires were appropriately filled and returned. These 557 responses are suitable and used for the final study. The study created that customers are gathering information at the time of pre-buying behavior through online platforms. The study also initiated that the reviews Practices make known of buying decision online among the customers. The study also established a considerable impact of User Generated Content on Attitude towards Brands and Purchase intentions online among the Customers in Chennai city.