近年来，实施社会化媒体营销似乎成为一种流行趋势(Hermida and Thurman, 2008)。研究发现，很少有学生关注YouTube (Anwar and Rehman, 2013)。然而，使用YouTube发起促销活动有很多好处。YouTube是一种多媒体，用户可以上传、分享和观看视频，并通过竖起或放下大拇指或发表自己的评论来对内容进行评级(Snelson, 2011)。总的来说，YouTube可以对观点、思想和文化产生广泛的影响(Borghol et al.， 2012;Bachrach, 2008)。这些引人注目的研究表明，UGC对YouTube用户的影响存在空白。因此，本研究旨在通过调查代写论文-YouTube UGC对消费者的影响来填补这一空白。
An acceptable definition of user generated content is that content generated by users on online social media platforms. The User generated content UGC presented on internet media sites incudes product reviews, product advertisements, photos, micro-blogs, videos and even podcasts. These are contents that are created by users for other users, and hence would fall under the ‘word of mouth’ category when it is evaluated in marketing context. Created by end users, the content is usually publicly available to everyone with an internet connection, or sometimes it could be restricted to premium pools of paid users. It has been observed that in either of these ways, the user generated content landscape holds much promise for marketing of products and services.
In the many tools that available on the internet for generating user content and for using them, it could be argued that YouTube is by far the most used one, as it combines audio, video and other mixed graphic uploads by users (Van-Dijck, 2009). In addition to user generated content presented in the videos, there is content uploading in the form of user comments (Smith et al., 2012; Krishnamurthy and Dou, 2008). With as much as 3.1 million hours uploaded every month, the estimates are that around 4 billion hours of video are watched in the same month (Haak, 2012). This shows that the hours of content uploaded and the number of views are almost exponential.
As UGC on YouTube is beneficial, the research results will benefit enterprises that intend to make better use of YouTube to improve the efficiency of their promotion campaigns (Smith et al., 2012; Susarla et al., 2012). This is particularly meaningful since few theoretical studies have summarized the impacts of UGC on YouTube. In addition, the YouTube Company will benefit from the research results since more businesses can be motivated to use its app for promotion activities (Leung, 2009).
1.2. Research aim and objectives
The essential aim of this research is to investigate how YouTube User-Generated Content factors affect consumer attitude, behaviour and intentions. Understanding how UGC can influence the consumer, even as the consumer plays a critical role in its creation would be helpful for marketers of different businesses to generate content accordingly. Revolving around this aim, much more specific objectives can be divided as below:
To examine how YouTube User-Generated Content has an influence on customers attitudes, behaviour and intentions.
To study how Quantity of posts, views and reviews （QPVR） have an influence on perceived credibility (PC) and usefulness (PU) of product content on consumer attitudes towards User-Generated Content （UGC） and their intentions of using it in their purchase decisions.
To provide recommendations about how consumers can improve the YouTube User-Generated Content so as to drive consumers to make purchase decisions.
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