Vasan, Sudharshini; Rao, Akshat Aditya; Gupta, Nimit - In: Future business journal 11 (2025) 1, pp. 1-10
This study examines the impact of advertising, firm-generated content (FGC), and user-generated content (UGC) on the … relationships between advertising, user-generated content (UGC), firm-generated content (FGC), and customers' propensity to buy. The … findings reveal that both advertising and firm-generated content (FGC) influence customers' propensity to buy. However, user …