What is it about?
This paper investigates and compares the impact of post-purchase user-generated content (UGC) and the impact of traditional reference groups on the buying intentions for electronic products (e-products) among young consumers in a developing market.
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Why is it important?
Young consumers are affected by the new technologies in ways that make it necessary to review our current understanding of some of the basic consumer behavior concepts and the new marketing activities. This research paper investigates what use to be a strong influence in consumer behavior, reference group, and assess to what extent this argument is valid in comparison to other sources of information available to the millions over social media and networks.
Perspectives
Higher education students are normally in the way of becoming new main consumers in the market, it was really interesting to interact with them and to understand how they perceive information based on the message source.
Dr. Ghaith Mustafa Al-Abdallah
University of Kurdistan Hewler
Read the Original
This page is a summary of: The effects of user generated content and traditional reference groups on purchase intentions of young consumers: A comparative study on electronic products, International Journal of Data and Network Science, January 2021, Growing Science,
DOI: 10.5267/j.ijdns.2021.7.012.
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