Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


User-Generated Content-Consumer Buying Intentions Nexus: The Mediating Role of Brand Image

Author(s): Nawras M. Nusairat, Mohammad A. Alroale, Marzouq Al Qeed, Jassim Ahmad Al-Gasawneh, Qais Hammouri, Alaeddin Ahmad, Hadeel Abdellatif

This research paper investigates the effect of user-generated content (UGC) on consumer intentions to buy cosmetic products in Jordan taking into consideration the mediating role of brand image on this effect. A conceptual research model was developed based on an in-depth review of the extant literature and in accordance with the stimulus-organism-response (SOR) theory. To test the model, an online questionnaire survey was distributed to a convenient sample of cosmetic products buyers in Jordan. A dataset of 316 usable questionnaires were subjected to data analysis using Smart PLS 3.0. The main findings showed that consumer buying intentions are positively affected by both UGC and brand image. Brand image was also found to be significantly predicted by UGC and to mediate its effect on consumer buying intentions. The results demonstrate the significance of UGC as a powerful marketing tool in crafting brand image and driving consumer buying intentions in the context of cosmetics. Findings' discussion, conclusion, research limitations and areas for future research are also provided.

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