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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/4331

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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