A Study on Persuasive Effect of UGC & eWOM in Increasing Brand Traffic

Consumer behavior is always the favorite arena of research for the student of Marketing. In digital era, different dimension of consumer behavior are under scanner of researchers. Present study enquires motivational role of customer created contents and transmitted information in triggering the intention of visiting the website of the brand. Empirical evidence was collected from 256 respondents by online survey method. Internal consistency was validated with Cronbach's Alpha value. Hypothesis of the studies were examined with Correlation and Regression Analysis. Substantial evidence established significant influence of customer created contents and electronic word of mouth in creating the willingness to visit the website of the brand and also in taking part in social feedback mechanism