DefinePK

Abstract

In the age of digital marketing transformation, online content plays a pivotal role in shaping consumer behavior, as consumers now rely heavily on the type, quality, and authenticity of information they encounter online before making purchase-related decisions. However, the question of whether user-generated or firm-generated content holds greater significance remains underexplored, particularly in developing countries like Pakistan, where digital adoption is rapidly increasing but academic and empirical attention to such issues is still limited. This research, employing an experimental design with a sample size of 230 respondents, investigates the influence of user-generated content versus firm-generated content on the perceptions and attitudes of online shoppers in Pakistan, using the Technology Acceptance Model (TAM) as a theoretical foundation to structure the analysis.The study examines multiple dimensions of consumer evaluation, including perceived usefulness, attitudes toward advertisements, brand perception, and purchase intention. The findings reveal that while there is no significant difference between the two content types in terms of perceived usefulness or purchase intention, user-generated content has a markedly stronger effect on attitudes toward advertisements and brand perception. This suggests that consumers tend to view content created by other users as more authentic, relatable, and trustworthy compared to content that is directly produced and disseminated by firms. Such differences highlight the importance of consumer voices in digital ecosystems, particularly where online trust and credibility strongly influence decision-making.The study contributes to the theoretical understanding of content influence in e-commerce contexts by highlighting that attitudes and brand-related outcomes are more sensitive to user-generated input than to firm-generated promotion, even when both forms of content provide useful information. Furthermore, it offers practical insights for marketers operating in developing markets, especially in Pakistan, by emphasizing the need to integrate user-driven narratives, reviews, and experiences into digital strategies in order to strengthen consumer engagement, brand image, and overall effectiveness of marketing campaigns.