THE EFFECTS OF USER-GENERATED REVIEWS VERSUS INFLUENCER-GENERATED REVIEWS ON CONSUMER PURCHASE INTENTION

As the use of mobile devices increases, social media and online reviews are increasingly important in spread WOM play an role consumer decisions journey. Companies can take advantage form User-Generated Reviews (UGR) Influencer-Generated (IGR) to improve marketing strategies. This study aims determine which review is more effective between user-generated influencer-generated reviews. The authors experiments examine how type (UGR vs IGR) influences consumers' perceptions purchase intentions. predicts differences two influencing research used experimental design, primary data collection was carried out with a web-based questionnaire. found that were Interestingly, this due process consumers assume IGR effortful craft subsequently equate greater perceived effort credibility leading persuasive, effect, intention. Given increasing devices, media, WOM, contributes understanding decision-making processes journeys when processing