The Impact of User-Generated Content on Customer Purchase Intentions of Online Shoppers

Gabelaia, Ioseb

doi:10.1007/978-3-031-26655-3_40

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Understanding the Cyber Culture Effect1

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2023

2024

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Cited by 2 publications

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“…Brands must adapt their content strategies to meet these evolving expectations, emphasizing personalization, interactivity, and user-generated content (Soylemez, 2021) [55] . Cyber culture has encouraged usergenerated content as a powerful marketing tool (Gabelaia, 2022) [23] . Consumers participate actively in content creation, sharing their experiences, reviews, and opinions.…”

Section: Understanding the Cyber Culture Effectmentioning

confidence: 99%

Content marketing in B2C: Unraveling the key drivers of effectiveness

Adhana

2023

Asian J. Manage. Commerce

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This research paper aims to investigate the technical factors influencing content marketing effectiveness in the B2C digital landscape, shedding light on strategies, challenges, and opportunities for brands. We conducted a comprehensive literature analysis. In the B2C context, information quality emerged as a cornerstone, impacting user trust and engagement. Tailoring information richness to specific user needs proved pivotal for content marketing success. Establishing and maintaining credibility in the digital realm is a formidable but essential challenge. Understanding the intrinsic need for information in B2C interactions informed effective content strategies. This research provides actionable insights for brands seeking to navigate and excel in the evolving world of online B2C content marketing.

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Section: Understanding the Cyber Culture Effectmentioning

confidence: 99%