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Do user-generated content and micro-celebrity posts encourage generation Z users to search online shopping behavior on social networking sites—the moderating role of sponsored ads

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  • Sabakun Naher Shetu

    (Jahangirnagar University)

Abstract

The study investigates the impact of user-generated content (UGC) and micro-celebrity posts on the online purchasing behavior of Generation Z on social networking sites. In addition, the mediator function of the user’s search intent is investigated. Thus, sponsored ads employ moderation. To collect primary data, self-administered questionnaires and cross sectional studies were applied. The population is comprised of university students of Generation Z from Dhaka, Bangladesh. Systematic random sampling was used to select Generation Z members from six institutions in the city of Dhaka. Using convenience sampling, primary data were collected. The research yielded 565 standardized questionnaire samples. The study’s findings demonstrated that user-generated content’s direct, indirect, and mediation relationships were statistically significant. Moreover, the direct and indirect relationships of micro-celebrity posts were found to be statistically significant, but the mediation relationship was found to be insignificant. Additionally, users’ search intention has a strong correlation with online purchasing behavior. Thus, the moderation analysis of sponsored ads was deemed crucial. In Bangladesh, the stimulus-organism-response (S-O-R) paradigm is rarely applied to studies on the online purchasing preferences of Generation Z consumers. This study also examined its findings’ implications for future research and limitations.

Suggested Citation

  • Sabakun Naher Shetu, 2023. "Do user-generated content and micro-celebrity posts encourage generation Z users to search online shopping behavior on social networking sites—the moderating role of sponsored ads," Future Business Journal, Springer, vol. 9(1), pages 1-15, December.
    • Handle: RePEc:spr:futbus:v:9:y:2023:i:1:d:10.1186_s43093-023-00276-3
    DOI: 10.1186/s43093-023-00276-3
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    References listed on IDEAS

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