User-generated contents in Facebook, functional and hedonic brand image and purchase intention
User-Generated Contents is a type of brand-related communications on social media platforms. User-Generated Contents (UGC) offers consumers the opportunity of sharing their experiences, contribute their opinion and communicate with other.This implies that brand managers no longer have solitary cont...
| Main Authors: | , , |
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| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
2017
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| Subjects: | |
| Online Access: | https://repo.uum.edu.my/id/eprint/20986/1/shsconf_icome2017%201%206xxi.pdf |
| _version_ | 1803628072780431360 |
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| author | Raji Ridwan, Adetunji Mohd Rashid, Sabrina Ishak, Mohd Sobhi |
| author_facet | Raji Ridwan, Adetunji Mohd Rashid, Sabrina Ishak, Mohd Sobhi |
| author_sort | Raji Ridwan, Adetunji |
| collection | UUM |
| description | User-Generated Contents is a type of brand-related
communications on social media platforms. User-Generated Contents (UGC) offers consumers the opportunity of sharing their experiences, contribute their opinion and communicate with other.This implies that brand managers no longer have solitary control in managing the brand
images of their brands.Therefore, this study set out to examine the effect of user-generated contents on hedonic brand image and functional brand.Also, the study determines how hedonic and functional brand image influence brand purchase intention.114 followers of fan pages of Malaysian automotive brands were surveyed.The hypotheses formulated were tested using PLS-SEM.The findings revealed that, UGC have significant and positive impact on both functional and hedonic brand
image.Furthermore, functional and hedonic brand image have significant impact on purchase intention.This study provides insight on the
importance of UGC, functional and hedonic brand image to brand managers. |
| first_indexed | 2024-07-04T06:16:09Z |
| format | Conference or Workshop Item |
| id | uum-20986 |
| institution | Universiti Utara Malaysia |
| language | English |
| last_indexed | 2024-07-04T06:16:09Z |
| publishDate | 2017 |
| record_format | dspace |
| spelling | uum-209862017-02-21T01:38:23Z https://repo.uum.edu.my/id/eprint/20986/ User-generated contents in Facebook, functional and hedonic brand image and purchase intention Raji Ridwan, Adetunji Mohd Rashid, Sabrina Ishak, Mohd Sobhi HF Commerce T Technology (General) User-Generated Contents is a type of brand-related communications on social media platforms. User-Generated Contents (UGC) offers consumers the opportunity of sharing their experiences, contribute their opinion and communicate with other.This implies that brand managers no longer have solitary control in managing the brand images of their brands.Therefore, this study set out to examine the effect of user-generated contents on hedonic brand image and functional brand.Also, the study determines how hedonic and functional brand image influence brand purchase intention.114 followers of fan pages of Malaysian automotive brands were surveyed.The hypotheses formulated were tested using PLS-SEM.The findings revealed that, UGC have significant and positive impact on both functional and hedonic brand image.Furthermore, functional and hedonic brand image have significant impact on purchase intention.This study provides insight on the importance of UGC, functional and hedonic brand image to brand managers. 2017 Conference or Workshop Item PeerReviewed application/pdf en cc4_by https://repo.uum.edu.my/id/eprint/20986/1/shsconf_icome2017%201%206xxi.pdf Raji Ridwan, Adetunji and Mohd Rashid, Sabrina and Ishak, Mohd Sobhi (2017) User-generated contents in Facebook, functional and hedonic brand image and purchase intention. In: International Conference on Communication and Media: An International Communication Association Regional Conference (i-COME’16), 18th - 20th September 2016, Istana Hotel, Kuala Lumpur. http://doi.org/10.1051/shsconf/20173300084 doi:10.1051/shsconf/20173300084 doi:10.1051/shsconf/20173300084 |
| spellingShingle | HF Commerce T Technology (General) Raji Ridwan, Adetunji Mohd Rashid, Sabrina Ishak, Mohd Sobhi User-generated contents in Facebook, functional and hedonic brand image and purchase intention |
| title | User-generated contents in Facebook, functional and hedonic brand image and purchase intention |
| title_full | User-generated contents in Facebook, functional and hedonic brand image and purchase intention |
| title_fullStr | User-generated contents in Facebook, functional and hedonic brand image and purchase intention |
| title_full_unstemmed | User-generated contents in Facebook, functional and hedonic brand image and purchase intention |
| title_short | User-generated contents in Facebook, functional and hedonic brand image and purchase intention |
| title_sort | user generated contents in facebook functional and hedonic brand image and purchase intention |
| topic | HF Commerce T Technology (General) |
| url | https://repo.uum.edu.my/id/eprint/20986/1/shsconf_icome2017%201%206xxi.pdf |
| work_keys_str_mv | AT rajiridwanadetunji usergeneratedcontentsinfacebookfunctionalandhedonicbrandimageandpurchaseintention AT mohdrashidsabrina usergeneratedcontentsinfacebookfunctionalandhedonicbrandimageandpurchaseintention AT ishakmohdsobhi usergeneratedcontentsinfacebookfunctionalandhedonicbrandimageandpurchaseintention |