IDEAS home Printed from https://ideas.repec.org/
MyIDEAS: Log in (now much improved!) to save this article

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

Listed author(s):
  • Imran Anwar MIR

    (Iqra University, Pakistan)

  • Kashif Ur REHMAN

    (Iqra University, Pakistan)

Registered author(s):

    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.

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

    File URL: http://www.managementmarketing.ro/pdf/articole/330.pdf
    Download Restriction: no

    Article provided by Economic Publishing House in its journal Management & Marketing.

    Volume (Year): 8 (2013)
    Issue (Month): 4 (Winter)
    Pages:

    as
    in new window

    Handle: RePEc:eph:journl:v:8:y:2013:i:4:n:5
    Contact details of provider:

    No references listed on IDEAS
    You can help add them by filling out this form.

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    When requesting a correction, please mention this item's handle: RePEc:eph:journl:v:8:y:2013:i:4:n:5. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Simona Vasilache)

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.