Analyzing the Impact of User-Generated and Firm-Generated Content on Online Shopper Behavior in a Developing Market: A Technology Acceptance Model (TAM) Approach
DOI:
https://doi.org/10.21015/vtess.v13i2.2219Abstract
It is important to note that online content is central to the development of consumer behavior in the digital age of the marketing transformation wherein consumers have become heavily dependent on the nature, quality, and validity of information they see online prior to making purchase-related decisions. The assumption as to whether user-generated or firm-generated content is more important issue is, however, under-researched and especially in such countries as Pakistan, where the adoption of digital is growing at a rapid pace, but academic and empirical interest in the given issue has been limited. The study is based on analyzing the impact of user-generated content and firm-generated content on evaluation perceptions and attitudes of online shoppers in Pakistan and employs the Technology Acceptance Model (TAM) as the theoretical framework to interpret the research results. The results show that there is no significant difference between the two types of content in regard to the perceived usefulness or intention to purchase, but the user-generated content has a significantly greater impact on the attitudes towards the advertisements and brand perception. This implies that consumers are more likely to consider as naturally, relatable and credible content that is produced and shared by other users than that which is specifically produced and distributed by companies. These discrepancies point to the role of consumer voices within digital ecosystems in which online trust and credibility is highly involved in decision-making, and found that in situations where both types of content deliver helpful information, user-generated content is more sensitive to content influence than the content produced by the company. Moreover, it provides useful lessons to the marketers who work in the developing markets with particular reference to Pakistan because of the necessity to incorporate user-driven stories, reviews, and experiences into the digital strategies to enhance consumer engagement, brand image, and effectiveness of the marketing campaigns.
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