Do user-generated content and micro-celebrity posts encourage generation Z users to search online shopping behavior on social networking sites—the moderating role of sponsored ads

Do user-generated content and micro-celebrity posts encourage generation Z users to search online shopping behavior on social networking sites—the moderating role of sponsored ads

Blog Article

Abstract The study investigates the impact of user-generated content (UGC) and micro-celebrity posts on the online purchasing behavior of Generation Z on social networking sites.In addition, the mediator function of the user’s search intent is investigated.Thus, sponsored ads employ moderation.

To collect primary data, self-administered questionnaires and cross sectional studies were applied.The population is comprised of university students of Generation Z from Dhaka, Bangladesh.Systematic random sampling was used to select Generation Z members from six institutions in the city of Dhaka.

Using convenience sampling, primary data were collected.The Table Top Game Accessories research yielded 565 standardized questionnaire samples.The study’s findings demonstrated that user-generated content’s direct, indirect, and mediation relationships were statistically significant.

Moreover, the direct and indirect sensory play relationships of micro-celebrity posts were found to be statistically significant, but the mediation relationship was found to be insignificant.Additionally, users’ search intention has a strong correlation with online purchasing behavior.Thus, the moderation analysis of sponsored ads was deemed crucial.

In Bangladesh, the stimulus-organism-response (S-O-R) paradigm is rarely applied to studies on the online purchasing preferences of Generation Z consumers.This study also examined its findings’ implications for future research and limitations.