The effects of user generated content and firm generated content on millennials' purchase intention of shariah-compliant stocks
The goal of this study is to understand how digital content marketing influences online share purchase intentions. The specific objective of this study is to determine the effect of user generated content and firm generated content on millennials’ purchase intention of online shares. The data for th...
| Main Authors: | , |
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| Format: | Article |
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Penerbit Universiti Kebangsaan Malaysia
2021
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| Online Access: | http://psasir.upm.edu.my/id/eprint/95427/ |
| _version_ | 1848862157165297664 |
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| author | De Costa, Feroz Abd Aziz, Norzalita |
| author_facet | De Costa, Feroz Abd Aziz, Norzalita |
| author_sort | De Costa, Feroz |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | The goal of this study is to understand how digital content marketing influences online share purchase intentions. The specific objective of this study is to determine the effect of user generated content and firm generated content on millennials’ purchase intention of online shares. The data for this study were collected using a convenience sampling approach from 308 valid online questionnaires in Malaysia and analysed using the partial least squares structural equation modelling technique (PLS-SEM). According to the findings of this study, both user-generated and firm- generated contents have a positive impact on brand attitude. The results of applying the theory of reasoned action revealed a counterintuitive result to earlier research whereby user generated content has no direct effect on the purchase intention of online stocks. Theoretical and managerial implications of financial marketing are discussed. |
| first_indexed | 2025-11-15T13:12:33Z |
| format | Article |
| id | upm-95427 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-15T13:12:33Z |
| publishDate | 2021 |
| publisher | Penerbit Universiti Kebangsaan Malaysia |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-954272023-04-11T08:26:46Z http://psasir.upm.edu.my/id/eprint/95427/ The effects of user generated content and firm generated content on millennials' purchase intention of shariah-compliant stocks De Costa, Feroz Abd Aziz, Norzalita The goal of this study is to understand how digital content marketing influences online share purchase intentions. The specific objective of this study is to determine the effect of user generated content and firm generated content on millennials’ purchase intention of online shares. The data for this study were collected using a convenience sampling approach from 308 valid online questionnaires in Malaysia and analysed using the partial least squares structural equation modelling technique (PLS-SEM). According to the findings of this study, both user-generated and firm- generated contents have a positive impact on brand attitude. The results of applying the theory of reasoned action revealed a counterintuitive result to earlier research whereby user generated content has no direct effect on the purchase intention of online stocks. Theoretical and managerial implications of financial marketing are discussed. Penerbit Universiti Kebangsaan Malaysia 2021 Article PeerReviewed De Costa, Feroz and Abd Aziz, Norzalita (2021) The effects of user generated content and firm generated content on millennials' purchase intention of shariah-compliant stocks. Jurnal Pengurusan, 62. pp. 27-36. ISSN 0127-2713 https://www.ukm.my/jurnalpengurusan/article/the-effects-of-user-generated-content-and-firm-generated-content-on-millennials-purchase-intention-of-shariah-compliant-stocks/ 10.17576/pengurusan-2021-62-03 |
| spellingShingle | De Costa, Feroz Abd Aziz, Norzalita The effects of user generated content and firm generated content on millennials' purchase intention of shariah-compliant stocks |
| title | The effects of user generated content and firm generated content on millennials' purchase intention of shariah-compliant stocks |
| title_full | The effects of user generated content and firm generated content on millennials' purchase intention of shariah-compliant stocks |
| title_fullStr | The effects of user generated content and firm generated content on millennials' purchase intention of shariah-compliant stocks |
| title_full_unstemmed | The effects of user generated content and firm generated content on millennials' purchase intention of shariah-compliant stocks |
| title_short | The effects of user generated content and firm generated content on millennials' purchase intention of shariah-compliant stocks |
| title_sort | effects of user generated content and firm generated content on millennials' purchase intention of shariah-compliant stocks |
| url | http://psasir.upm.edu.my/id/eprint/95427/ http://psasir.upm.edu.my/id/eprint/95427/ http://psasir.upm.edu.my/id/eprint/95427/ |