Does user-generated content trigger university graduates’ online purchase intention? Mediating role of brand image

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...

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Bibliographic Details
Main Authors: Md. Ashraful Islam, Md. Abdul Kaium, Ishrat Zahan, Md. Shahinur Rahman
Format: Article
Language:English
Published: Universitas Islam Indonesia, Faculty of Business and Economics, Department of Management 2024-02-01
Series:Asian Management and Business Review
Subjects:
user-generated content
online community
brand image
bloggers’ recommendations
online purchase intention
Online Access:https://journal.uii.ac.id/AMBR/article/view/32468

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