Have a personal or library account? Click to login
Comparing the Impact of Brand and User-Generated Video Content on Online Shoppers’ Purchasing Intentions Cover

Comparing the Impact of Brand and User-Generated Video Content on Online Shoppers’ Purchasing Intentions

Management of Organizations: Systematic Research
Volume 88 (2022): Issue 1 (December 2022)
By:
Open Access
|Mar 2023

References

  1. 1. Alshibly, H. H. (2014). A Free Simulation Experiment to Examine the Effects of Social Commerce Website Quality and Customer Psychological Empowerment on Customers’ Satisfaction // Journal of Business Studies Quarterly. Vol. 5, No. 4, pp. 21–40.
    Search in Google ScholarBack to article
  2. 2. Ayeh, J. K., Au, N., Law, R. (2013). Predicting the Intention to Use Consumer Generated Media for Travel Planning // Tourism Management. Vol. 35, pp. 132–143.
    Search in Google ScholarBack to article
  3. 3. Balabanis, G., Chatzopoulou, E. (2019). Under the Influence of a Blogger: The Role of Information-Seeking Goals and Issue Involvement // Psychology & Marketing. Vol. 36, No. 4, pp. 342–353. doi: <a href="https://doi.org/10.1002/mar.2118210.1002/mar.21182" target="_blank" rel="noopener noreferrer" class="text-signal-blue hover:underline">10.1002/mar.2118210.1002/mar.21182</a>
    Search in Google ScholarBack to article
  4. 4. Boman, K., Raijonkari, K. (2017). Online Video as a Marketing Tool. A Quantitative Survey on Video Marketing Habits. Bachelor Thesis, Jamk University of Applied Science.
    Search in Google ScholarBack to article
  5. 5. Cespedes, F. V., Heddleston, R. (2018). 4 Ways to Improve Your Content Marketing. Internet access: <https://hbr.org/2018/04/4-ways-to-improve-your-content-marketing> [accessed April 16, 2022]
    Search in Google ScholarBack to article
  6. 6. Content Marketing Institute. (2017). 2017 Benchmarks, Budgets, and Trends North America. Internet access: <https://contentmarketinginstitute.com/wp-content/uploads/2016/09/2017_B2B_Research_FINAL.pdf> [accessed April 6, 2022].
    Search in Google ScholarBack to article
  7. 7. Davis, F. D. (1998). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology // MIS Quarterly. Vol. 13, No. 3, pp. 319–339.
    Search in Google ScholarBack to article
  8. 8. Finstad, K. (2010). Response Interpolation and Scale Sensitivity: Evidence against 5-point Scales // Journal of Usability Studies. Vol. 5, No. 3, pp. 104–110.
    Search in Google ScholarBack to article
  9. 9. Gamble, S. (2016). Visual Content Marketing: Leveraging Infographics, Video, and Interactive Media to Attract and Engage Customers. 1st ed. Wiley.
    Search in Google ScholarBack to article
  10. 10. Guerin, E. (2015). The Top 15 Video Marketing Statistics for 2015. Internet access: <http://www.adeliestudios.com/top-15-videomarketing-statistics-2015/> [accessed March 7, 2022].
    Search in Google ScholarBack to article
  11. 11. Hajli, N. M. (2014). A Study of the Impact of Social Media on Consumers // International Journal of Market Research. Vol. 56, No. 5, pp.673–689.
    Search in Google ScholarBack to article
  12. 12. Hills, J. R., Cairncross, G. (2011). Small Accommodation Providers and UGC Web Sites: Perceptions and Practices // International Journal of Contemporary Hospitality Management. Vol. 23, No. 1, pp. 26–43.
    Search in Google ScholarBack to article
  13. 13. Israfilzade, K. (2021). Conversational Marketing as a Framework for Interaction with the Customer: Development & Validation of the Conversational Agent’s Usage Scale // Journal of Life Economics. Vol. 8, No. 4, pp. 533–546. doi:<a href="https://doi.org/10.15637/jlecon.8.4.1210.15637/jlecon.8.4.12" target="_blank" rel="noopener noreferrer" class="text-signal-blue hover:underline">10.15637/jlecon.8.4.1210.15637/jlecon.8.4.12</a>
    Search in Google ScholarBack to article
  14. 14. Israfilzade, K., Babayev, N. (2020). Millennial Versus Non-Millennial Users: Context of Customer Engagement Levels on Instagram Stories (Extended Version) // Journal of Life Economics. Vol. 7, No. 2, pp. 135–150. doi:<a href="https://doi.org/10.15637/jlecon.7.00910.15637/jlecon.7.009" target="_blank" rel="noopener noreferrer" class="text-signal-blue hover:underline">10.15637/jlecon.7.00910.15637/jlecon.7.009</a>
    Search in Google ScholarBack to article
  15. 15. Jefferson, S., Tanton, S. (2013). Valuable Content Marketing: How to Make Quality Content the Key to Your Business Success. - London: Kogan Page.
    Search in Google ScholarBack to article
  16. 16. Jonas, J. R. O. (2010). Source Credibility of Company-Produced and User-Generated Content on the Internet: An Exploratory Study on the Filipino Youth // Philippine Management Review. Vol. 17, pp. 121–132.
    Search in Google ScholarBack to article
  17. 17. Joshi, A., Chandel, S., Pal, D. K., Kale, S. (2015). Likert Scale: Explored and Explained // Current Journal of Applied Science and Technology. Vol. 7, No 4, pp. 396–403.
    Search in Google ScholarBack to article
  18. 18. Keller, L. K., Staelin, R. (1987). Effects of Quality and Quantity of Information on Decision Effectiveness // Journal of Consumer Research. Vol. 14, No. 2, pp. 200–213.
    Search in Google ScholarBack to article
  19. 19. Koob, C. (2021). Determinants of Content Marketing Effectiveness: Conceptual Framework and Empirical Findings from a Managerial Perspective // PLOS ONE. Vol. 16, No. 4. doi: <a href="https://doi.org/10.1371/journal.pone.024945710.1371/journal.pone.0249457" target="_blank" rel="noopener noreferrer" class="text-signal-blue hover:underline">10.1371/journal.pone.024945710.1371/journal.pone.0249457</a>
    Search in Google ScholarBack to article
  20. 20. Liang, S. Z., Hsu, M. H., Chou, T. H. (2022). Effects of Celebrity–Product/Consumer Congruence on Consumer Confidence, Desire, and Motivation in Purchase Intention // Sustainability. Vol. 14, No. 14, pp. 1–17. doi: <a href="https://doi.org/10.3390/su1414878610.3390/su14148786" target="_blank" rel="noopener noreferrer" class="text-signal-blue hover:underline">10.3390/su1414878610.3390/su14148786</a>
    Search in Google ScholarBack to article
  21. 21. Lu, Y., Tsaparas, P., Ntoulas, A., Polanyi, L. (2010). Exploiting Social Context or Review Quality Prediction. Proceedings of the 19th International Conference on World Wide Web. pp. 691–700.<a href="https://doi.org/10.1145/1772690.1772761" target="_blank" rel="noopener noreferrer" class="text-signal-blue hover:underline">10.1145/1772690.1772761</a>
    Search in Google ScholarBack to article
  22. 22. MacKinnon, K. A. (2012). User Generated Content vs. Advertising: Do Consumers Trust the Word of Others over Advertisers // The Elon Journal of Undergraduate Research in Communications. Vol. 3, No. 1, pp.14–22.
    Search in Google ScholarBack to article
  23. 23. Marketing Insider Group. (2020). Content Quality Vs. Content Quantity – The Great Content Debate. Internet access: <https:// marketinginsidergroup.com/content-marketing/content-quality-vs-content-quantity-the-greatcontent-debate/> [accessed March 6, 2022].
    Search in Google ScholarBack to article
  24. 24. Marketingcharts. (2012). Product Videos Found Boosting Purchase Confidence Among Viewers. Internet access: <http://www.marketingcharts.com/online/productvideos-found-boosting-purchase-confidence-among-viewers-21658/> [accessed March 15, 2022].
    Search in Google ScholarBack to article
  25. 25. Mayrhofer, M., Matthes, J., Einwiller, S., Naderer, B. (2019). User Generated Content Presenting Brands on Social Media Increases Young Adults’ Purchase Intention // International Journal of Advertising. Vol. 39, No 1, pp. 166–186. doi: <a href="https://doi.org/10.1080/02650487.2019.159644710.1080/02650487.2019.1596447" target="_blank" rel="noopener noreferrer" class="text-signal-blue hover:underline">10.1080/02650487.2019.159644710.1080/02650487.2019.1596447</a>
    Search in Google ScholarBack to article
  26. 26. Milhinhos, P. R. (2015). The Impact of Content Marketing on Attitudes and Purchase Intentions of Online Shoppers: The Case of Videos & Tutorials and User-generated Content. Master’s Thesis, Brazilian School of Public and Business Administration.
    Search in Google ScholarBack to article
  27. 27. Nanne, A. J., Antheunis, M. L., Van Der Lee, C. G., Postma, E. O., Wubben, S., Van Noort, G. (2020). The Use of Computer Vision to Analyze Brand-Related User Generated Image Content. Journal of Interactive Marketing, Vol. 50, No. 1, pp. 156–167. doi: <a href="https://doi.org/10.1016/j.intmar.2019.09.00310.1016/j.intmar.2019.09.003" target="_blank" rel="noopener noreferrer" class="text-signal-blue hover:underline">10.1016/j.intmar.2019.09.00310.1016/j.intmar.2019.09.003</a>
    Search in Google ScholarBack to article
  28. 28. Nyein, K. N. (2019). The Impact of the User Generated Content on Purchase Intention among Facebook & Instagram Users: Case Study of Food & Beverage Industry in Yangon, Myanmar [Master’s Thesis, Graduate School of Bangkok University]. Internet access: http://dspace.bu.ac.th/bitstream/123456789/4331/1/Khin%20Nwe%20Nyein.pdf
    Search in Google ScholarBack to article
  29. 29. Odden, L. (2012). Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing. 1st ed. Wiley.
    Search in Google ScholarBack to article
  30. 30. Smith, A. N., Fischer, E., Yongjian, C. (2012). How Does Brand-Related User-Generated Content Differ across YouTube, Facebook, and Twitter? // Journal of Interactive Marketing. Vol. 26, No. 2, pp. 102–113.
    Search in Google ScholarBack to article
  31. 31. The Jamovi Project (2021). Jamovi (Version 1.6) [Computer Software]. Internet access: <https://www.jamovi.org.> [accessed March 17, 2022].
    Search in Google ScholarBack to article
  32. 32. Weerasinghe, D. R. (2019). Impact of Content Marketing Towards the Customer Online Engagement // International Journal of Business, Economics and Management. Vol. 2, No. 3, pp. 217–224.
    Search in Google ScholarBack to article
  33. 33. Wolf, C., Joye, D., Smith, T. W., Fu, Y. (2016). The SAGE Handbook of Survey Methodology. SAGE Publications.<a href="https://doi.org/10.4135/9781473957893" target="_blank" rel="noopener noreferrer" class="text-signal-blue hover:underline">10.4135/9781473957893</a>
    Search in Google ScholarBack to article
  34. 34. Yaqubi, A., & Karaduman, I. (2019). The Impact of Content Marketing on Consumers’ Purchase Intention for Home Appliances: A Study in Afghanistan // International Journal of Business and Management Invention (IJBMI). Vol. 8, No. 2, pp. 38–47.
    Search in Google ScholarBack to article
DOI: https://doi.org/10.2478/mosr-2022-0013 | Journal eISSN: 2335-8750 | Journal ISSN: 1392-1142
Journal RSS Feed
Language: English
Page range: 69 - 84
Submitted on: Jun 5, 2022
Accepted on: Dec 20, 2022
Published on: Mar 7, 2023
Published by: Vytautas Magnus University
In partnership with: Paradigm Publishing Services
Publication frequency: 2 times per year
Keywords:
content marketing,
user-generated videos,
brand videos,
purchase intentions,
e-commerce
Related subjects:
Business and economics,
Business management,
Marketing, sales, customer relations,
Management, organization, corporate governance,
Business development, change management, cooperation,
Human resources, labor practice, job and career

© 2023 Khalil ISRAFILZADE, Sakina BAGHIROVA, published by Vytautas Magnus University
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Previous articleVolume 88 (2022): Issue 1 (December 2022)Next article