Analyzing Impact of UGC from Social Media on Buying Behavior

This essay investigates the impact of user-generated content (UGC) from social media platforms on consumer buying behavior. It highlights the role of electronic word-of-mouth (eWOM) and how user-generated content, shared on platforms like YouTube, Instagram, Facebook, and Twitter, influences consumer decisions. The study examines how consumers rely on interpersonal sources and credible content based on other consumers' experiences, affecting their purchasing choices. It further explores how online reviews and opinions shared on social media aid in making purchase decisions, with a particular focus on the influence of UGC on platforms like YouTube and Instagram. Desklib provides a platform for students to access this essay and a wealth of other study resources.

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
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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 generated contents 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 of user generated
contents of the consumer buying behavior on social media. The research study has aimed to
provide information about the User-Generated Content from social media on consumer buying
behavior.
The research objectives of the study are:
 To investigate about the purchases made by consumer for various products and services
 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
 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.

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
Reviews towards Online Purchasing–A Conceptual Framework. Procedia Economics and
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.