Social Influence Of User Generated Content In Emergent Markets Of Pakistan

Abstract

The purpose of this research is to understand the purchase behavior of consumers influenced by user generated content the rationale was to represent the relationship between user generated content and consumer purchase behaviors where the construct of UGC was split into two variables that are electronic word of mouth and opinion leadership to see their effect individually on consumer buying behaviors. The research incorporates two hypothesis based on the independent variables. The sample size of the research was based on 306 respondents from twin cities of Pakistan who submitted their responses through Google doc. The questions were based on the effect of independent variables on the dependent variable. A likert scale of 1 to 5 was used to collect the answers, probability simple random sampling was used for this purpose. It was found that both the independent variables; EWOM and OLS had a direct positive effect on the dependent variable; consumer purchase behavior. The findings of this research are limited to simple random sampling and the consumers of Pakistan only. Other limitations to the study are that unobserved variables and their effect on dependent variable couldn't be addressed