Impact of user-generated content in digital platforms on purchase intention: the mediator role of user emotion in the electronic product industry

Abstract

User-generated content (UGC) has increasingly been recognized as a valuable instrument for organizations aiming to evaluate marketing efficacy and develop a nuanced understanding of their target demographics. UGC influences both the positive sentiment towards a brand and the intention to purchase its products. This study aims to investigate the effects of UGC on user emotions and purchase intentions within the electronics sector in Vietnam. Additionally, the study explores the mediating role of user emotions in the relationship between UGC and purchase intention. The research findings indicate that UGC has a significant positive impact on both user emotions and purchase intentions. The study also addresses whether user emotions influence purchasing intentions and highlights the mediating role of user emotions in the relationship between UGC and purchase intention. By examining the relevance of theories related to UGC, user emotions, and purchase intentions in the context of contemporary trends, this study contributes to the understanding of consumer attitudes and behaviors towards electronics products, a topic that has not been extensively explored. Furthermore, the study offers practical managerial implications based on its findings.