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How user-generated content advertising influences consumer attitudes, trust and purchase intention of products and services

Diana Demba
University of the Witwatersrand
Norman Chiliya
University of the Witwatersrand
Tinashe Chuchu
University of Pretoria
Tinashe Ndoro
University of Pretoria
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How user-generated content advertising influences consumer attitudes, trust and purchase intention of products and services. (2022). Communicare: Journal for Communication Studies in Africa, 38(1), 136-149. https://doi.org/10.36615/jcsa.v38i1.1548
  • Articles
  • Submited: October 8, 2022
  • Published: October 11, 2022

Abstract

Due to the rapid advancement of new technologies in business, marketers’ dependency on usergenerated
content (UGC) is rising. This study therefore seeks to elucidate the importance of usergenerated
content in creating sales and establishing relationships with customers. Convenience
non-probability sampling was adopted in selecting 330 participants. In addition, structural
equation modelling was used in testing proposed hypotheses. Findings reveal that there is a
positive relationship between the use of UGC, brand trust and purchase intention. However, it
is observed that subjective norms, information quality and source credibility affect the use of
UGC for decision making. The main recommendation is that it is imperative for marketers to be
cognisant of their online audience and engage with customers online. Overall, this study will aid
marketers in the comprehension of the factors associated with brand trust and purchase intention
in relation to UGC advertising.

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How to Cite
How user-generated content advertising influences consumer attitudes, trust and purchase intention of products and services. (2022). Communicare: Journal for Communication Studies in Africa, 38(1), 136-149. https://doi.org/10.36615/jcsa.v38i1.1548

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