Citation
Abstract
The goal of this study is to understand how digital content marketing influences online share purchase intentions. The specific objective of this study is to determine the effect of user generated content and firm generated content on millennials’ purchase intention of online shares. The data for this study were collected using a convenience sampling approach from 308 valid online questionnaires in Malaysia and analysed using the partial least squares structural equation modelling technique (PLS-SEM). According to the findings of this study, both user-generated and firm- generated contents have a positive impact on brand attitude. The results of applying the theory of reasoned action revealed a counterintuitive result to earlier research whereby user generated content has no direct effect on the purchase intention of online stocks. Theoretical and managerial implications of financial marketing are discussed.
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Official URL or Download Paper: https://www.ukm.my/jurnalpengurusan/article/the-ef...
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Additional Metadata
| Item Type: | Article |
|---|---|
| Divisions: | Faculty of Modern Language and Communication |
| DOI Number: | https://doi.org/10.17576/pengurusan-2021-62-03 |
| Publisher: | Penerbit Universiti Kebangsaan Malaysia |
| Keywords: | Digital content marketing; Integrated marketing communications; User generated content; Online communities; Visual communication |
| Depositing User: | Ms. Che Wa Zakaria |
| Date Deposited: | 11 Apr 2023 08:26 |
| Last Modified: | 11 Apr 2023 08:26 |
| Altmetrics: | http://www.altmetric.com/details.php?domain=psasir.upm.edu.my&doi=10.17576/pengurusan-2021-62-03 |
| URI: | http://psasir.upm.edu.my/id/eprint/95427 |
| Statistic Details: | View Download Statistic |
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