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Vol.13, No.4, November 2024. ISSN: 2217-8309 eISSN: 2217-8333
TEM Journal
TECHNOLOGY, EDUCATION, MANAGEMENT, INFORMATICS Association for Information Communication Technology Education and Science |
Influence of Brand Generated Content’s Credibility on Customer Behavior Response Through Positive User Generated Content
Wongpun Sukontip, Inmor Sureerut, Podaras Athanasios
© 2024 Podaras Athanasios, published by UIKTEN. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License. (CC BY-NC-ND 4.0)
Citation Information: TEM Journal. Volume 13, Issue 4, Pages 2894-2902, ISSN 2217-8309, DOI: 10.18421/TEM134-25, November 2024.
Received:25 April 2024. Revised: 14 August 2024.
Abstract:
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.
Keywords –Brand generated content, user generated content, customer behaviour response. |
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