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All Journal International Journal of Social and Management Studies (IJOSMAS)
Manuel, Francesca
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Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice

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A Comparative Analysis on the Different Food E-Commerce User Generated Content Affecting Millennials' Buying Intention Manuel, Francesca; Andres, Danielle; Mamisay, Ella
International Journal of Social and Management Studies Vol. 3 No. 5 (2022): International Journal of Social and Management Studies (IJOSMAS)
Publisher : IJOSMAS

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (405.472 KB) | DOI: 10.5555/ijosmas.v3i5.193

Abstract

The paper aims to provide sufficient insights on the utilization of the different User-Generated Content on social media platforms created for businesses in the Food E-Commerce Industry, specifically on how it affects the buying intention of Millennial consumers. With this, the paper adopted a quantitative approach with a causal-comparative design. The researchers distributed an online survey questionnaire with close-ended and five-point Likert questions to 385 qualified respondents. The statistical tools, namely Chi-Square and Multiple Linear Regression, were applied to analyze the gathered data. The results strengthened the notion that the trend of social media is helping companies reach more consumers and promote what they offer to a larger audience with lesser expenses yet more value.
Co-Authors Andres, Danielle Mamisay, Ella