THE EFFECT OF SOCIAL MEDIA BRANDED CONTENT EXPERIENCE, SPONSORED CONTENT & USER GENERATED CONTENT ON PURCHASE INTENTIONS IN THE TEXTILE SECTOR

Abstract

In today’s fast-growing business world, the development of social media networks affected the interaction between businesses and their communities, the presence of brands on social networks has drastically changed how consumers engage with products and services. Increased usage of these latter has spawned content marketing, a new approach to marketing. Digital marketing tactics are still evolving as a result of the significant changes which impacted the creation, distribution, and consumption of content. Examining the effects of various content types, such as user-generated content, social media branded content experience and sponsored content on consumers' intents to make purchases, is the goal of this thesis. The major goal is to investigate if different content kinds provide distinct activation of attitudinal persuasion knowledge which is affected by conceptual persuasion knowledge, that ultimately results in a variation of purchasing intentions. In an experimental study using a between-subjects design and several content forms in the context of the textile industry, the research model is put to the test. This study uses sampling in Turkey to undertake a survey analysis of 620 respondents. And then performing a quantitative methodology on the acquired data. The main findings show that sponsored content has negative purchase intents than user generated content and social media branded content experience through the suggested serial mediation because it has a positive correlation of conceptual persuasion knowledge