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2.4.3 Impact of User-generated Content In order for marketers to use UGC as a marketing tool, research has been conducted on the topic. UGC encompasses several areas, which makes the research somewhat hard to compare. However, the majority of research conducted on UGC falls within a few categories. These are: UGC of written and evaluative nature, such as reviews (Diwanji & Cortese, 2020; Halliday, 2016), the impact that source has on perceived credibility of UGC (Chu & Choi, 2011; Chu & Kim, 2011; Hautz et al., 2014), UGC’s effects on brand attitude and -loyalty (Busser & Shulga, 2019; Kamboj et al., 2018; Kim & Johnson, 2016) UGC’s impact on brand equity (Christodoulides et al., 2012) and UGC’s effect on purchasing intentions (Diwanji & Cortese, 2020; Hutter et al., 2013; Mayrhofer et al., 2019). Drawing on previous literature, researchers seem to conclude that content generated by peers is seen as more trustworthy and credible than content created by brands (Chu and Choi, 2011; Chu and Kim, 2011). Hautz et al., (2014) illustrates this by showing that UGV are experienced to have a higher degree of credibility and expertise than agency created content. In turn, this increased credibility seems to generate greater potential to influence attitudes towards a brand, spark eWoM behavior, brand engagement and long-term consumer-brand relationships (Busser & Shulga, 2019; Diwanji & Cortese, 2020; Kim & Johnson, 2016). A majority of researchers also argue for UGC’s effect on decision making, highlighting that a positive relationship exists between UGC and purchasing intentions (Hutter et al., 2013; Kim & Johnson, 2016). Mayrhofer et al., (2019) argues that UGC leads to higher purchase intentions than branded posts since consumers' coping mechanisms to resist persuasive content of advertisements fails to be triggered by content created by peers. This relation is however contradicted by researchers such as Diwanji and Cortese (2020), showing no significant impact on consumer purchasing intention based on the use of branded UGC. Some inconsistencies regarding UGC’s effect on purchase intentions therefore remain. Drawing on the findings brought about by previous researchers, UGC has been acknowledged as a lucrative tool for marketers to use, whether the aim is to establish long term consumer relationships or try to push for potential sales. If the same findings are applicable on TikTok remain unknown. 16PDF Image | It’s time to TikTok
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