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Title: USER-GENERATED CONTENT ON PURCHASE INTENTION FOR FASHION PRODUCTS: A STUDY ON WOMEN CONSUMERS IN BANGALORE
Authors: Prof. Aravinda Reddy M N
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Prof. Aravinda Reddy M N Assistant Professor, Ramaiah Institute of Management
MLA 8 M N, Prof. Aravinda Reddy. "USER-GENERATED CONTENT ON PURCHASE INTENTION FOR FASHION PRODUCTS: A STUDY ON WOMEN CONSUMERS IN BANGALORE." Int. j. of Social Science and Economic Research, vol. 4, no. 8, Aug. 2019, pp. 5483-5493, ijsser.org/more2019.php?id=419. Accessed Aug. 2019. APA M N, P. (2019, August). USER-GENERATED CONTENT ON PURCHASE INTENTION FOR FASHION PRODUCTS: A STUDY ON WOMEN CONSUMERS IN BANGALORE. Int. j. of Social Science and Economic Research, 4(8), 5483-5493. Retrieved from ijsser.org/more2019.php?id=419 Chicago M N, Prof. Aravinda Reddy. "USER-GENERATED CONTENT ON PURCHASE INTENTION FOR FASHION PRODUCTS: A STUDY ON WOMEN CONSUMERS IN BANGALORE." Int. j. of Social Science and Economic Research 4, no. 8 (August 2019), 5483-5493. Accessed August, 2019. ijsser.org/more2019.php?id=419.
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Abstract: Today's perpetually connected consumers have taken control of the marketers' message. They decide where, when, and how they want to engage with brands. They widely share their experiences - good, bad, and in between - on the products they use and the brands they love. These communications are highly influential because they are more trusted than typical brand messaging. But many marketers have yet to realize the brand building power of this immature but influential marketing discipline. To fulfill user-generated content's brand building potential, marketing leaders must solicit authentic, value-added content from their customers and measure results to build maturity. Regardless of the perceived level of confidence in a product choice, there always exists some level of insecurity in that decision among consumers. For many consumers, User generated content provides that final litmus test to feeling that a right choice was made or the wrong one avoided. Younger consumers are significantly more likely than older consumers to mention that User generated content is "Extremely/Very" influential when making a purchasing decision. Conversely, older consumers rely more on word of mouth and consumers/industrial reports than younger consumers.

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