Impact of Firm-Created Content and User-Generated Content on Consumer Perception in Grab-and-Go Coffee Brands

Abstract

Social media platforms nowadays are numerous and have many different features to aid the communication conducted by individuals or groups. At the same time, it has an implication on how marketing communications are conducted and how consumers perceive brands, thus determining purchase intentions. The research investigated 92 data set to scrutinize the impact of Firm-created Content (FCC) and User-generated Content (UGC) towards Brand Equity, Brand Attitude and Purchase Intention in the Grab-and-Go coffee business as the new trend among urban dwellers which mostly used social media communications. Partial Least Squares (PLS) Structural Equation modelling was employed to analyze the impact of FCC and UGC as social media communications in that new trend. The empirical findings show that FCC and UGC only influence Brand Attitude and have no influence on Brand Equity. Brand Attitude and Brand Equity is shown to be influencing Purchase Intention. These results may be beneficial for marketers who manage and whose target markets are similar to the Grab-and-Go coffee business.