The Effects of User Generated Content and Firm Generated Content on Millennials’ Purchase Intention of Shariah-Compliant Stocks
Kesan Kandungan Dijana Pengguna dan Kandungan Dijana Firma Terhadap Niat Membeli Saham Patuh Syariah oleh Generasi Milenial

Department of Communication
Faculty of Modern Languages and Communication
Universiti Putra Malaysia
43400 UPM Serdang, Selangor, MALAYSIA.

mohdferoz@upm.edu.my

UKM-Graduate School of Business
Universiti Kebangsaan Malaysia
43600 UKM Bangi, Selangor, MALAYSIA.

eita@ukm.edu.my

Abstract

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.

Keywords

Digital content marketing; integrated marketing communications; online communities; user generated content; visual communication
https://doi.org/10.17576/pengurusan-2021-62-03

Citation

De Costa, F., & Abd Aziz, N. (2021). The Effects of User Generated Content and Firm Generated Content on Millennials’ Purchase Intention of Shariah-Compliant Stocks. Jurnal Pengurusan, 62, 27–36. https://doi.org/10.17576/pengurusan-2021-62-03

@article{decosta2021effects,
  title={The Effects of User Generated Content and Firm Generated Content on Millennials’ Purchase Intention of Shariah-Compliant Stocks},
  author={De Costa, Feroz and Abd Aziz, Norzalita},
  journal={Jurnal Pengurusan},
 

volume={62},
  number={},
  pages={27—36},
  year={2021},
  doi={https://doi.org/10.17576/pengurusan-2021-62-03},
  publisher={Penerbit UKM},
}

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62 (2021) 27 – 36

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