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Exploring innovative UGC as a branding tactic in the digital era

Exploring innovative UGC as a branding tactic in the digital era
Exploring innovative UGC as a branding tactic in the digital era
Adopting the Stimulus-Organism-Response (SOR) model, this study regards perceived UGC characteristics (perceived usefulness, risk, and credibility) as the antecedents, brand perception (both functional and affective) as the mediator, and purchase intention as the dependent variable. 247 valid responses were examined using SPSS, revealing that perceived UGC credibility and usefulness positively impact brand perception, while perceived UGC risk negatively impacts functional brand perception.
161-171
Yessouf, Otmane
23530e2b-a423-4f12-9d7a-d716c3b6962f
Lyu, Daisy
5e87d21c-8fbe-4391-bffd-96eaae9a2a43
Yessouf, Otmane
23530e2b-a423-4f12-9d7a-d716c3b6962f
Lyu, Daisy
5e87d21c-8fbe-4391-bffd-96eaae9a2a43

Yessouf, Otmane and Lyu, Daisy (2025) Exploring innovative UGC as a branding tactic in the digital era. In 2025 AMA Winter Academic Conference: Marketing in Service of Nature and Humanity. vol. 36, pp. 161-171 .

Record type: Conference or Workshop Item (Paper)

Abstract

Adopting the Stimulus-Organism-Response (SOR) model, this study regards perceived UGC characteristics (perceived usefulness, risk, and credibility) as the antecedents, brand perception (both functional and affective) as the mediator, and purchase intention as the dependent variable. 247 valid responses were examined using SPSS, revealing that perceived UGC credibility and usefulness positively impact brand perception, while perceived UGC risk negatively impacts functional brand perception.

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Published date: 4 March 2025
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Identifiers

Local EPrints ID: 499756
URI: http://eprints.soton.ac.uk/id/eprint/499756
PURE UUID: f784a0b9-a368-49c0-b643-5f394b1a6b97
ORCID for Daisy Lyu: ORCID iD orcid.org/0000-0002-9839-8891

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Date deposited: 03 Apr 2025 16:34
Last modified: 17 May 2025 02:16

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Contributors

Author: Otmane Yessouf
Author: Daisy Lyu ORCID iD

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