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Annual Conference 2019

March 28–31, 2019

Marriott City Center, Dallas, TX

Proposal authors of accepted papers can use the tool below (scroll down) to see where they have been placed in the agenda. Note: Special Topics sessions - Only the submitter's name is searchable, not panelists. [If you wish an overview of the conference please click here: Conference Overview Agenda.

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1.1b Contrasting User Generated Videos Versus Brand Generated Videos on

Friday, March 29, 2019 at 8:30 AM–10:00 AM CDT
1-Normandy A

Despite the proliferation of user- and brand-generated videos on, research focusing on the differential effects of these two video sources on users’ shopping intentions has received little attention. Using the Technology Acceptance Model, this research compared the impact of user generated videos and brand generated videos on the users’ perceptions, attitudes and purchase intentions. Source of brand-related videos was a between-subjects factor. The findings from this empirical study (n=177) indicated that the users did not differentiate between the two video sources when evaluating the perceived usefulness of videos. Conversely, user generated videos had a significantly greater impact on attitude toward the ad and attitude toward the brand than brand generated videos. Further, there was no significant main effect of video source on users’ purchase intentions, after controlling for attitudes. Theoretical and practical implications are discussed.

First & Corresponding Author

Vaibhav Diwanji, Florida State University
Authors in the order to be printed.

Vaibhav Diwanji, Florida State University; Juliann Cortese, Florida State University

Additional Authors

Juliann Cortese, Florida State University