Work

Influence of Brand Generated Content’s Credibility on Customer Behavior Response Through Positive User Generated Content

Year: 2024

Type: article

Abstract: This paper investigates the mixed influence of brand-generated and credible usergenerated content on customer behaviour response. The research involved surveying 400 people buying online, aged 18 years and over, in the Pathum Thani province, Thailand. Primary demographic data were collected between October and December 2022 and analysed employing descriptive statistics and structural equation modelling. The result of study indicated that the credibility business generated content has no significant influences on consumer behaviour response. The research also revealed that the credibility of brand generated content has significant influences on customer behavior response through positive user generated content. Consequently, businesses must prioritize the quality of their content and consider integrating user generated content into their marketing strategy for ––customer engagement effectively.

Source: TEM Journal

DOI: 10.18421/tem134-25

Authors: Wongpun Sukontip, Inmor Sureerut, Podaras Athanasios

Institutions: Rajamangala University of Technology, Technical University of Liberec

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $647

OpenAlex ID: W4404965063