On Social Media, does User-Generated content boost purchase intention better than Firm-Generated content? / Midori PEDERSON / 2024

Titre : On Social Media, does User-Generated content boost purchase intention better than Firm-Generated content? Type de document : Mémoire Auteurs : Midori PEDERSON, Auteur Année de publication : 2024 Importance : 63 p. 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 : Anglais (eng) Mots-clés : Management ENTREPRISE ; GESTION DE CONTENU ; OFFRE ; USAGER Résumé : This study aims to investigate the role of Firm-generated content and User-generated content on customer engagement and purchase intention for Generation Z. Three hypotheses were set up: 1. UGC with offers can have a higher purchase rate than FGC with offers, 2. Informative elements in UGCs are more likely to gain trust and boost customer engagement (comment, like) compared to those in FGCs due to UGCs’ higher acceptability, 3. FGCs with perceived enjoyment (entertainment) boost customer engagement than UGCs with perceived enjoyment. This study revealed several interesting facts. Regarding FGC and UGC with offers, the result was contrary to the hypothesis and FGC has a more positive effect. However, the result slightly changes depending on gender. For informative content, both types obtain the same trust level. Dividing by gender, however, the result showed different tendencies: females tend to trust informative FGCs more while males are more likely to build trust towards informative UGCs. In terms of content with enjoyment, the result contradicted the expectation as UGCs with perceived enjoyment are likely to boost more engagement. On top of that, it turned out that more people grasp enjoyment from UGCs. Programme : Cesem Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=604720