Comparing the Impact of Brand and User-Generated Video Content on Online Shoppers’ Purchasing Intentions

Abstract Social media enables users to share their purchase experiences. Nevertheless, video content marketing tactics enable companies influence the attitudes of online shoppers increase intentions. The paper solves research problem using differentiate between brand and user-generated videos positive customer purchasing intention in case Instagram. It aims find differences videos, which determine shoppers’ toward e-commerce on Two questionnaires were distributed participants, comparisons made related factors. findings suggest that Instagram is vital driving consumer Consumers are not driven by a certain approach if level complexity. As result, have become an essential strategy; other hand, less effective.