Impact of User Generated Contents from Social Media on Consumer Buying Behavior
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This study investigates the impact of user generated contents from social media on consumer buying behavior. The research objectives are to investigate purchases made by consumers, SNS users opinions, and provide information from various business operators.
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Running head:IMPACT OF USER GENERATED CONTENTS FROM SOCIAL MEDIA ON CONSUMER BUYING BEHAVIOR Impact of User Generated Contents from Social Media on Consumer Buying Behavior Name of student Name of University Author’s Note
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1IMPACT OF USER GENERATED CONTENTS FROM SOCIAL MEDIA ON CONSUMER BUYING BEHAVIOR Table of Contents Research Problem........................................................................................................................................2 Research Objective......................................................................................................................................2 Literature Review........................................................................................................................................3 References....................................................................................................................................................4
2IMPACT OF USER GENERATED CONTENTS FROM SOCIAL MEDIA ON CONSUMER BUYING BEHAVIOR Research Problem When noted in the marketing and behavior of the consumer, consumers get some information from interpersonal sources that influences the decisions towards purchasing a brand. The research problem states the impact of user generatedcontents from social media on consumer buying behavior. The non-personal messages and advertisement commercials develop a consumer awareness towards the brands, services or products, word-of-month (WOM) where marketing information are exchange among different customers. The role played was critical in being changing the behavior of the consumer and towards the products and services. The reason for such act is because of the interpersonal sources that are reliable and credible than the commercial or non-personal sources. Thus, the observation has stated that consumers rely on WOM for buying any products and services. Research Objective The ultimate goal of this study is to investigate about the impact ofuser generated contents of the consumerbuying behavior on social media. The research study has aimed to provide information about theUser-Generated Content fromsocial media on consumer buying behavior. The research objectives of the study are: ď‚·To investigate about the purchases made by consumer for various products and services ď‚·To investigate about the SNSs users opinions, thought, social media on consumer buying behavior of the individual and friends as they are part of our social media ď‚·To share information from various business operators.
3IMPACT OF USER GENERATED CONTENTS FROM SOCIAL MEDIA ON CONSUMER BUYING BEHAVIOR To provide a medium for the business operators Literature Review User-Generated Content (UGC) is an electronic word-of-mouth (eWOM) that work as a common word-of-mouth through which an input is spread from an online medium (Rachna 2017). UGC is a material created by own and then uploaded to the internet whose influence is greater. The contents are shared on the social media namely YouTube, Instagram, Facebook and Twitter. UGC are credible and shared contents that are based on the experience of the consumer (Alsubagh 2015). There are similarities in the behavior of the people among each other while they are influence and are connected to each other. The social media that are available online has its affects on the popularity of the You Tube video. The social media have certain content that keep track of the UGC developers and it comes to followers’ pages or walls (Bahtar and Muda 2016). The behavior of the captive audience get influence by the review of the product whose incoming contents affect the writers’ decision. The online WOM examine products and services and influence a wide range of product sales, and consumer choices (Erkan and Evans 2016). The content are generated by users who trust potential consumers were users have no commercial interest. The activity of UGC for online users share their opinions, views and feedbacks that have been consumed and used. The information are shared on social media that aid in making the purchase decisions. Usually, people seek information to assist themselves and make a decision to purchase and views are shared on YouTube, but on other social medium it is rarely shared. The UGC influence the users Instagram that promote the purchase of the products and make a review on the Instagram.
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4IMPACT OF USER GENERATED CONTENTS FROM SOCIAL MEDIA ON CONSUMER BUYING BEHAVIOR References Alsubagh, H., 2015. The Impact of Social Networks on Consumers' Behaviors.International Journal of Business and Social Science,6(1). Bahtar, A.Z. and Muda, M., 2016. The Impact of User–Generated Content (UGC) on Product ReviewstowardsOnlinePurchasing–AConceptualFramework.ProcediaEconomicsand Finance,37, pp.337-342. Erkan, I. and Evans, C., 2016. The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption.Computers in Human Behavior,61, pp.47-55. Rachna, I.K., 2017. A Study of User-Generated Content on Social Networking Sites and its Impact on Consumer-Based Brand Equity Constructs.Global Journal of Management And Business Research.