The Impact of User-Generated Content on Brand Equity Dimensions and Purchase Intention of Egyptian Telecom Operators’ Subscribers

Abstract

This study investigates the effect of online user-generated content (UGC) on brand equity dimensions and subscribers’ purchase intention to Egyptian telecom operators. Data are collected from 400 telecom operators’ subscribers. Structural equation modeling (SEM) is utilized for data analysis. The findings reveal a direct relationship between UGC and the four brand equity dimensions. Brand perceived quality and loyalty mediate the relationship between UGC and purchase intention also affect subscribers' purchase intention. Whereas brand awareness and associations do not affect subscribers’ purchase intention. Marketers can capitalize on social media platforms to encourage subscribers to express their opinions and create online customer engagement. The study concentrates only on UGC, future research can further investigate the firm-created content. The suggested conceptual model developed based on the Stimulus-Organism-Response Model tests a correlation that associates brand equity dimensions to UGC and Purchase Intention.