Consumers Usage Of Social Media For User Generated Content With Special Reference To Nellore District, Andhra Pradesh

Abstract

Social Media has invaded all walks of life including the way we consume content. The literature is rich with research on various aspects of social media and its impact on user behavior, organisations, and the society. This systematic literature review has been done to highlight the key themes and methodologies in extant literature for social media and its impact on user behavior. This study analyses consumers usage of social media for user generated content for purchase of electronic products. Data are collected through a structured questionnaire from 120 customers to Nellore District with Andhra Pradesh. frequency and descriptive analysis was used to evaluate the measurement model. The result of the study indicates that social media behavior and user generated content have a positive impact on the customers. Customers mostly buy and prefer those products which they recognize and have some positive usage of link with the social media and user generated content. Additionally, the findings of this study that the relative effectiveness of source type depends on whether brand-related UGC is sponsored or not add a further insight into how source type influences the effectiveness of brand-related UGC.