A framework to investigate the influence of UGC on consumer's online product purchase intention is proposed and is expected to extend the literature on UGC and give benefits to marketers and online business operators.
Social media platforms offer a cost-effective way to reach a vast audience and target specific demographics with personalized campaigns, and provide an opportunity for businesses to interact with customers in real-time, fostering a more personalized experience and helping to build brand loyalty.
Mohammed Adib Rhoddane, Samira Bounid, Otmane Chair· 0 citations
Advancements in technology and increased awareness have created significant opportunities for consumers to buy goods and services online, and the scope for interactions between consumers and businesses through digital platforms such as email marketing, e-commerce websites, and social media (YouTube, Facebook, Instagram...
Seema Sharma· International Journal of Aca...· 0 citations
The present study observes the ideas, feelings, and shopping experiences that shapes consumers decision through
online reviews within the fast-expanding e-commerce space. These days, evaluations have a significant impact on consumer
decisions, brand perception, and customer trust. The authors wanted to look beyond surf...
Mohammed Arvaz, Richa Das· International Journal for Re...· 0 citations
The purpose of this study is to analyze how online customer reviews, online customer ratings, and brand image influence purchasing decisions for The Originote products on the TikTok Shop platform. This study focuses on understanding the digital factors that influence consumer behavior, particularly among Gen Z in Denpa...
Ni Putu Evie Sintya Wati, Ni Wayan Eka Mitariani, Ni Putu Nita Anggraini· International Workshop on En...· 0 citations
This study aims to analyze the influence of live streaming, content marketing, online customer reviews, and customer trust on purchase decisions on TikTok Shop. A quantitative approach was employed using purposive sampling. Data were collected through an online questionnaire from 125 TikTok Shop users in Purwokerto and...
Kharisma Nur Hidayah, M. A. Miftahuddin, Erny Rachmawati et al.· EKONOMIS Journal of Economic...· 0 citations
When anyone can produce content and generative AI floods online communities with more than audiences can absorb, being seen is no longer enough to keep an audience; the real question for brand practitioners is how attention can be turned into brand equity that keeps accumulating. This paper first traces the development...
I-Jui Lee· Journal of Management, and D...· 0 citations
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