User-Generated Content and Firm Generated Content: A Comparative Empirical Study of the Consumer Buying Process

G. Al-Abdallah, Sarhang Jumaa
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引用次数: 2

Abstract

This research determines the impact of content marketing (user-generated content (UGC) and firm-generated content (FGC)) on the consumer buying process for telecommunication products and services in the Kurdistan Region of Iraq (KRI). The study attempts to compare the impact of UGC and FGC on the consumer buying process. To achieve this aim, the study utilized a descriptive quantitative methodology. The population of interest for this research is all consumers of telecommunication products in the KRI. Primary data was collected from 402 online questionnaires from a convenience, snowball, sample from the main provinces of Kurdistan. The results indicate that all FGC marketing dimensions have a statistically significant positive direct effect on the consumer buying process, while only content valence and information richness of UGC dimensions have a statistically significant positive direct effect. FGC valence has the greatest impact on the consumer buying process, closely followed by FGC trustworthiness, and then FGC information richness. Between the two examined types of content, FGC has a greater impact than UGC on the consumer buying process for telecommunication products and services. Telecommunications marketers and management should thus prioritize the identified FGC dimensions in their marketing strategies for optimum resource allocation efficiency. Further discussion is provided.
用户生成内容与企业生成内容:消费者购买过程的比较实证研究
本研究确定了内容营销(用户生成内容(UGC)和公司生成内容(FGC))对伊拉克库尔德斯坦地区(KRI)消费者购买电信产品和服务过程的影响。本研究试图比较UGC和FGC对消费者购买过程的影响。为了实现这一目标,本研究采用了描述性定量方法。本研究的研究对象是韩国所有电信产品的消费者。主要数据收集自库尔德斯坦主要省份的402份在线问卷。结果表明,FGC营销的所有维度对消费者购买过程都有统计学上显著的正向直接影响,而UGC维度中只有内容价和信息丰富度具有统计学上显著的正向直接影响。FGC价格对消费者购买过程的影响最大,其次是FGC可信度,其次是FGC信息丰富度。在两种被调查的内容类型中,FGC比UGC对消费者购买电信产品和服务的影响更大。因此,电信营销人员和管理人员应在其营销策略中优先考虑已确定的FGC维度,以实现最佳资源分配效率。提供了进一步的讨论。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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