Influence of brand generated content’s credibility on customer behavior response through positive user generated content

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F24%3A00012664" target="_blank" >RIV/46747885:24310/24:00012664 - isvavai.cz</a>

Result on the web

<a href="https://www.temjournal.com/content/134/TEMJournalNovember2024_2894_2902.html" target="_blank" >https://www.temjournal.com/content/134/TEMJournalNovember2024_2894_2902.html</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.18421/TEM134-25" target="_blank" >10.18421/TEM134-25</a>

Result language

angličtina

Original language name

Influence of brand generated content’s credibility on customer behavior response through positive user generated content

Original language description

This paper investigates the mixed influence of brand-generated and credible usergenerated content on customer behaviour response. The research involved surveying 400 people buying online, aged 18 years and over, in the Pathum Thani province, Thailand. Primary demographic data were collected between October and December 2022 and analysed employing descriptive statistics and structural equation modelling. The result of study indicated that the credibility business generated content has no significant influences on consumer behaviour response. The research also revealed that the credibility of brand generated content has significant influences on customer behavior response through positive user generated content. Consequently, businesses must prioritize the quality of their content and consider integrating user generated content into their marketing strategy for customer engagement effectively.

Czech name

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Czech description

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Type

J_imp - Article in a specialist periodical, which is included in the Web of Science database

CEP classification

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OECD FORD branch

50900 - Other social sciences

Project

—

Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2024

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

TEM JOURNAL - Technology, Education, Management, Informatics

ISSN

2217-8309

e-ISSN

—

Volume of the periodical

13

Issue of the periodical within the volume

4

Country of publishing house

RS - THE REPUBLIC OF SERBIA

Number of pages

9

Pages from-to

2894-2902

UT code for WoS article

001415068500019

EID of the result in the Scopus database

2-s2.0-85210936966