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

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50900 - Other social sciences

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2024

Kód důvěrnosti údajů

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

Název periodika

TEM JOURNAL - Technology, Education, Management, Informatics

ISSN

2217-8309

e-ISSN

—

Svazek periodika

13

Číslo periodika v rámci svazku

4

Stát vydavatele periodika

RS - Srbská republika

Počet stran výsledku

9

Strana od-do

2894-2902

Kód UT WoS článku

001415068500019

EID výsledku v databázi Scopus

2-s2.0-85210936966