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Management & Marketing no. 4/2013
Factors affecting consumer attitudes and intentions toward user-generated
product content on YouTube
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.
Keyword: quantity of posts, views
and reviews, credibility, usefulness,
user generated content, YouTube,
attitudes, purchase intentions.
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