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<p>Social media enables users to share their purchase experiences. Nevertheless, video content marketing tactics enable companies to influence the attitudes of online shoppers to increase their purchase intentions. The paper solves the research problem of using video content marketing to differentiate between brand and user-generated videos to increase positive customer purchasing intention in the case of Instagram. It aims to find the differences between brand and user-generated videos, which determine online shoppers’ positive purchase intention toward e-commerce on Instagram. Two online questionnaires were distributed to participants, and comparisons were made between related factors. The findings suggest that content marketing on Instagram is vital in driving consumer attitudes and purchase intentions. Consumers are not driven by a certain content marketing approach if the content is of a certain level of complexity. As a result, user-generated videos have become an essential Instagram strategy; brand videos, on the other hand, are less effective.</p>
</abstract>

Social media enables users to share their purchase experiences. Nevertheless, video content marketing tactics enable companies to influence the attitudes of online shoppers to increase their purchase intentions. The paper solves the research problem of using video content marketing to differentiate between brand and user-generated videos to increase positive customer purchasing intention in the case of Instagram. It aims to find the differences between brand and user-generated videos, which determine online shoppers’ positive purchase intention toward e-commerce on Instagram. Two online questionnaires were distributed to participants, and comparisons were made between related factors. The findings suggest that content marketing on Instagram is vital in driving consumer attitudes and purchase intentions. Consumers are not driven by a certain content marketing approach if the content is of a certain level of complexity. As a result, user-generated videos have become an essential Instagram strategy; brand videos, on the other hand, are less effective.

Comparing the Impact of Brand and User-Generated Video Content on Online Shoppers’ Purchasing Intentions

Management of Organizations: Systematic Research

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Social media enables users to share their purchase experiences. Nevertheless, video content marketing tactics enable companies to influence the attitudes of...

Comparing the Impact of Brand and User-Generated Video Content on Online Shoppers’ Purchasing Intentions

Publié en ligne: 07 mars 2023

Pages: 69 - 84

Reçu: 05 juin 2022

Accepté: 20 déc. 2022

DOI: https://doi.org/10.2478/mosr-2022-0013

Mots clés
content marketing, user-generated videos, brand videos, purchase intentions, e-commerce

© 2022 Khalil ISRAFILZADE et al. published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Comparing the Impact of Brand and User-Generated Video Content on Online Shoppers’ Purchasing Intentions

Publié en ligne: 07 mars 2023

Pages: 69 - 84

Reçu: 05 juin 2022

Accepté: 20 déc. 2022

DOI: https://doi.org/10.2478/mosr-2022-0013

Mots cléscontent marketing, user-generated videos, brand videos, purchase intentions, e-commerce

© 2022 Khalil ISRAFILZADE et al. published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Mots clés
content marketing, user-generated videos, brand videos, purchase intentions, e-commerce