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The Role of User Generated Content in Shaping a Business’s Reputation on Social...

Khan, Muhammad Naeem; Khan, Mahwish J; Kashif, Sadaf

This study aims to identify the importance of User Generated Content for businesses and provides insight into the relationship between the propensity of trust and a businesses’ reputation. This research involved a Cross-sectional empirical study on 217 active Facebook users. Linear regression and moderation analysis is conducted using Process macro by Hayes (2012). Results show that Users’ Generated Content pla...

Date: 2021   |   Origin: International Journal of Marketing, Communication and New Media
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