Does user-generated content trigger university graduates’ online purchase intention? Mediating role of brand image
Academic interest in understanding the impact of user-generated content (UGC) on consumer behavior in digital marketing has grown exponentially. However, we know little about the effect of UGC on customers’ online purchase intention from developing country aspects. This underpins the current study...
Main Authors: | , , , |
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Format: | Article |
Language: | English |
Published: |
Universitas Islam Indonesia, Faculty of Business and Economics, Department of Management
2024-02-01
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Series: | Asian Management and Business Review |
Subjects: | |
Online Access: | https://journal.uii.ac.id/AMBR/article/view/32468 |