Influence of brand related user-generated content through Facebook on consumer behaviour: a stimulus-organism-response framework
by Imtiaz Arif; Wajeeha Aslam; Hira Siddiqui
International Journal of Electronic Business (IJEB), Vol. 15, No. 2, 2020

Abstract: This paper attempts to evaluate the impact of brand related user-generated content (UGC) through Facebook on consumer behaviour. The research model was designed on the basis of stimulus-organism-response (S-O-R) framework which was proposed by Mehrabian and Russell (1974). The core objective of the study was to identify whether UGC (stimulus) triggers consumer response related to the clothing industry of Pakistan. In the S-O-R model, UGC was taken as the stimulus while emotional appeal, attitude towards online shopping and pleasure served as organism, and information pass-along, impulse buying, future-purchase intention and brand engagement were considered as the response. A five-point Likert scale-based questionnaire was adapted to collect data from 572 Pakistani consumers who used Facebook for an average of about six hours a day. PLS Smart 2.0 was used to analyse the collected data. The findings showed that UGC influences the responses and triggers the customers to pass the information regarding the brand, impulsively purchase the product, intend to purchase the product in the future, and remain engaged with the brand for the latest updates.

Online publication date: Thu, 09-Apr-2020

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Electronic Business (IJEB):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com