Examining the Impact of User-Generated Content and Firm-Generated Content on Brand Equity and Purchase Intention: A Study of Instagram Pages of Real Estate Developers in Egypt

نوع المستند : المقالة الأصلية

المؤلف

الأكاديمية العربية للعلوم والتكنولوجيا والنقل البحري, الاسكندرية مصر

المستخلص

Real estate developers are increasingly looking for new ways to communicate with their target audience. Social media platforms, through their engagement characteristics, have enabled these businesses to develop two-way engagement with their target audience. This study looks into how content created by real estate developers on their Instagram pages, in addition to the materials posted by consumers, affects customer-based brand equity and buy intention in the real estate sector. A quantitative method was used, with online questionnaires sent via the Instagram sites of Egyptian real estate firms. The suggested conceptual model was evaluated using partial least squares structural equation modeling (PLS-SEM). The findings demonstrated that brand awareness was predominantly influenced by firm-generated material, whereas user-generated content had a substantial impact on the majority of brand equity dimensions. The survey also indicated that these characteristics had a significant impact on customers' purchasing intentions. This study advances the field of internet marketing by emphasizing the diverse roles of various forms of social media content in establishing consumer connections with real estate developers. It also emphasizes the role of user-generated content in affecting consumer impressions and provides actionable advice for real estate developers looking to improve their social media marketing strategy.

الكلمات الرئيسية

مجلة البحوث المالية والتجارية
المجلد 26، العدد 3 - الرقم المسلسل للعدد 1
الجزء الثالث ... أبحاث متخصصة في إدارة الأعمال
يوليو 2025
الصفحة 333-389

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