Studying the impact of consumer electronics-related User-Generated Content (UGC) on YouTube on Consumer Purchase Behavior / Arjun SURI / 2023

Titre : Studying the impact of consumer electronics-related User-Generated Content (UGC) on YouTube on Consumer Purchase Behavior Type de document : Mémoire Auteurs : Arjun SURI, Auteur Année de publication : 2023 Importance : 35p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Français (fre) Langues originales : Anglais (eng) Mots-clés : Management MARKETING ACHAT ; CONSOMMATEUR ; INTERNET Résumé : With the rapid development of social media in the last decade, consumers are able to share their purchases and user experiences online with other users and interreact with them (Henning-Thurau, Gwinner, Walsh, & Gremler, 2004). The information that consumers generate and share on social media is called User-Generated Content (UGC). Research about the significance and impact of user?generated content (UGC) has increased; however, research about UGC on YouTube and how it influences consumers’ future purchase behaviors is scarce. This study is aimed to research the impact of UGC on YouTube, specifically focusing on consumer-electronic (technology) attitudes towards the product and eventually impacting consumer purchase behavior. Responses were collected by means of an online questionnaire. In total 123 responses were collected from the survey, but they were reduced to 66, as people who did not correctly respond to the qualifying questions could not complete the survey and were removed from the list. To derive the results from the data collected and to interpret the results, a statistical software called Statistical Package for the Social Sciences (SPSS 27) was used. Several tests such as reliability tests, Pearson Correlation test, and a Regression Analysis were performed. The results showed that the variables considered have positive correlations helping me to conclude that UGC on YouTube relating to consumer electronics has an impact on consumer purchase behavior and my hypothesis and research question are accepted. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581956