Comparing the Impact of Brand and User-Generated Video Content on Online Shoppers’ Purchasing Intentions

Abstract

Social media enables users to share their purchase experiences. Nevertheless, video content marketing tactics enable companies to influence the attitudes of online shoppers to increase their purchase intentions. The paper solves the research problem of using video content marketing to differentiate between brand and user-generated videos to increase positive customer purchasing intention in the case of Instagram. It aims to find the differences between brand and user-generated videos, which determine online shoppers’ positive purchase intention toward e-commerce on Instagram. Two online questionnaires were distributed to participants, and comparisons were made between related factors. The findings suggest that content marketing on Instagram is vital in driving consumer attitudes and purchase intentions. Consumers are not driven by a certain content marketing approach if the content is of a certain level of complexity. As a result, user-generated videos have become an essential Instagram strategy; brand videos, on the other hand, are less effective.

Assessing the Impact of Digital Celebrities and Content Marketing on TikTok's Impulse Purchases in Lampang, Thailand

“…Nevertheless, despite the evident importance of social factors on TikTok Shop, it also poses certain obstacles. The need for companies to maintain ongoing vigilance and adaptability arises from the rapid emergence and dissipation of trends, necessitating the exploitation of potential viral moments (Israfilzade & Baghirova, 2022). In addition, the prioritization of authenticity entails that any perceived lack of sincerity or excessive commercial tactics can result in negative repercussions and harm a brand's reputation.…”

“…Peer influence also exerts a substantial impact (Israfilzade & Baghirova, 2022). User reviews, duet reactions, and comments serve as a means of obtaining real-time feedback on items, thereby influencing prospective purchasers (Yeh & Zoeckler, 2022).…”

“…The utilization of content marketing, characterized by the creation and dissemination of superior information pertinent to a specific audience, can further serve as a means to exert influence over impulsive purchasing behavior (Yeh & Zoeckler, 2022). Content marketing has the potential to cultivate trust and establish a favorable brand perception by furnishing consumers with relevant information (Israfilzade & Baghirova, 2022). Social influence is a significant determinant that has the potential to impact impulsive purchasing behavior (Cork et al, 2020).…”

Turbo Remarketing by E-Commerce Start-ups: Converting Abandoned Carts into Sales

“…Video remarketing is the process of engaging customers with video advertisements, as the video advertisement makes the customer feel livelier than the poster advertisement, as the inclusion of interactive video in the advertisement engages the customer throughout and impresses the consumer to purchase the product (Israfilzade and Baghirova, 2022). Using video to remarket the products in-stream, out-stream, and in-app in real-time.…”