USER GENERATED CONTENT AND ITS IMPACT ON BRAND ATTITUDE AND PURCHASE INTENSION

Impact of User-Generated Contents on Brand Attitude and Purchase Intensions among the Customers in Chennai City. The study used a simple convenience sampling method. Overall, 600 well-structured questionnaires distributed, out of which 557 questionnaires are appropriately filled and returned it. These 557 responses are valid and used for the final study. The study found that customers are searching for information at the time of pre-purchase behavior through online platforms. The study also originated that the reviews Practices familiarize of buying decision online among the customers in Chennai city. The study also established that there is a significant impact of User Generated Content on Attitude towards Brands, and Purchase Intensions through online among the Customers in Chennai city.