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2023 | OriginalPaper | Buchkapitel

Share Your Beautiful Journey: Investigating User Generated Content (UGC) and Webrooming Among Malaysian Online Shoppers

verfasst von : Wan Nadiah Mohd Nadzri, Azreen Jihan Che Hashim, Muhammad Majid, Nur Aina Abdul Jalil, Haitham M. Alzoubi, Muhammad T. Alshurideh

Erschienen in: The Effect of Information Technology on Business and Marketing Intelligence Systems

Verlag: Springer International Publishing

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Abstract

The electric commerce (e-commerce) platform in Malaysia has been growing exponentially since the spread of Coronavirus Disease 2019 (COVID-19) pandemic. Many local businesses were badly affected when the first phase of Movement Control Order (MCO) was implemented for several weeks. The increasing number of social media platform users stems from wide internet accessibility and smartphone ownership. As such, this study investigated online purchasing behaviour in Malaysia by linking webrooming and user generated content (UGC) with brand experience and brand engagement. Essentially, this study unravelled consumer purchasing behaviour during the COVID-19 pandemic. This study explored the effects of UGC and webrooming on brand experience and brand engagement among Malaysian online consumers who purchased beauty product. As a result, UGC and webrooming displayed positive correlation with brand experience. However, brand experience was insignificant for brand engagement. Additionally, brand experience was unsuitable to function as a mediator. Thus, the impact of social influencers and shoppertainment on brand engagement should be assessed. Future studies may look into webrooming from the light of Stimulus-Organism-Response (SOR) Theory. Lastly, fake reviews, fake accounts, and bots that influence online purchasing behaviour among Malaysians should be investigated as well.

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Titel: Share Your Beautiful Journey: Investigating User Generated Content (UGC) and Webrooming Among Malaysian Online Shoppers
verfasst von: Wan Nadiah Mohd Nadzri
Azreen Jihan Che Hashim
Muhammad Majid
Nur Aina Abdul Jalil
Haitham M. Alzoubi
Muhammad T. Alshurideh
Verlag: Springer International Publishing
Buch: The Effect of Information Technology on Business and Marketing Intelligence Systems
Print ISBN: 978-3-031-12381-8

Electronic ISBN: 978-3-031-12382-5

Copyright-Jahr: 2023
DOI: https://doi.org/10.1007/978-3-031-12382-5_124

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