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Factors affecting consumer attitudes and intentions toward user-generated product content on YouTube

Author

Listed:
  • Imran Anwar MIR

    (Iqra University, Pakistan)

  • Kashif Ur REHMAN

    (Iqra University, Pakistan)

Abstract

The advent of social media has radically changed the communication landscape. They enabled consumers to interact with other consumers online and exchange information. The information which consumers generate and share on social media is called user generated content (UGC). Today consumers rely heavily on UGC in their purchase decisions. The current study assesses the effects of quantity of posts, views and reviews (QPVR) on perceived credibility (PC) and usefulness (PU) of product content which users generate on YouTube. It also examines the effects of PC and PU on consumer attitudes toward UGC and their intentions of using it in their purchase decisions. Data was collected from 231 university students from Islamabad, Pakistan. The results reveal that QPVR has a positive effect on both PC and PU of the product content which users generate on YouTube. They also show that PC and PU have a positive effect on consumer attitudes toward product content which other users generate on YouTube. Findings of the current study have significant implications for social media advertisers.

Suggested Citation

  • Imran Anwar MIR & Kashif Ur REHMAN, 2013. "Factors affecting consumer attitudes and intentions toward user-generated product content on YouTube," Management & Marketing, Economic Publishing House, vol. 8(4), Winter.
    • Handle: RePEc:eph:journl:v:8:y:2013:i:4:n:5
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    Cited by:

    1. Sandra Miranda & Patrícia Cunha & Margarida Duarte, 2021. "An integrated model of factors affecting consumer attitudes and intentions towards youtuber-generated product content," Review of Managerial Science, Springer, vol. 15(1), pages 55-73, January.
    2. Diwanji, Vaibhav S. & Cortese, Juliann, 2020. "Contrasting user generated videos versus brand generated videos in ecommerce," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    3. Benhoumane Ahmed, 2020. "What Makes You "Like", "Retweet" or "Comment" a Fundraising Content on Social Media? Exploring the Characteristics of Fundraising Messages on Social Networks [Qu'est-c," Post-Print hal-03390922, HAL.
    4. Hye-Ryeong Shin & Jeong-Gil Choi, 2021. "The Moderating Effect of ‘Generation’ on the Relations between Source Credibility of Social Media Contents, Hotel Brand Image, and Purchase Intention," Sustainability, MDPI, vol. 13(16), pages 1-16, August.
    5. (Chloe) Ki, Chung-Wha & Park, Sangsoo & Kim, Youn-Kyung, 2022. "Investigating the mechanism through which consumers are “inspired by” social media influencers and “inspired to” adopt influencers’ exemplars as social defaults," Journal of Business Research, Elsevier, vol. 144(C), pages 264-277.
    6. Rekha & Aparna Mishra & Ajay Kr. Chauhan, 2017. "Impact of Value Proposition of Digital Marketing Communication on Car Buyers’ Attitude," Paradigm, , vol. 21(2), pages 175-191, December.
    7. Chaoyu Yin & Yihan Huang & Daehwan Kim & Kyungun Kim, 2023. "The Effect of Esports Content Attributes on Viewing Flow and Well-Being: A Focus on the Moderating Effect of Esports Involvement," Sustainability, MDPI, vol. 15(16), pages 1-22, August.

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