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Title: | The Impact of User Generated Content on Purchase Intention Among Facebook and Instagram Users: Case Study of Food & Beverage Industry in Yangong, Myanmar |
Authors: | Khin Nwe Nyein |
Keywords: | User Generated Content Purchase Intention Brand Trust Attitude Facebook & Instagram Food and beverage |
Issue Date: | 2019 |
Publisher: | Bangkok University |
Abstract: | The purpose of this study were to investigate the impact of User Generated Content on purchase intention among Facebook & Instagram in Yangon, Myanmar. In this study, four variables were identified which are User generated content (Independent Variables) and 3 sub dependent variables which are attitudes towards UGC, brand trust and purchase intention. The nature of the survey was quantitative research and the survey was administered to 233 individuals. The survey were distributed to women and men from 18 years to 35 years and older. Findings reveal that there is a positive relationship between the use of UGC, brand trust and purchase intention by proving that User generated content positively influences on attitudes towards UGC, UGC shapes the brand trust to motivate the purchase intention. |
Description: | Independent Study(M.B.A.)--Graduate School,Bangkok University, 2019 |
Subjects: | Food industry and trade Beverage industry Social media Food -- Grocery shopping Beverages |
Advisor(s): | Lokweetpun Suprawan |
URI: | http://dspace.bu.ac.th/jspui/handle/123456789/4331 |
Appears in Collections: | Independent Studies - Master Independent Studies
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