Awareness, Interest, and Purchase: The Effects of User- and Marketer-Generated Content on Purchase Decision Processes

Michael Scholz, Verena Dorner, Andrea Landherr, Florian Probst

Publication: Chapter in book/Conference proceedingContribution to conference proceedings


Companies use Facebook fan pages to promote their products or services. Recent research shows that user- (UGC) and marketer-generated content (MGC) created on fan pages affect online sales. But it is still unclear how exactly they affect consumers during their purchase process. We analyze field data from a large German e-tailer to investigate the effects of UGC and MGC in a multi-stage model of purchase decision processes: awareness creation, interest stimulation, and final purchase decision. We find that MGC and UGC create awareness by attracting users to the fan page. Increased numbers of active users stimulate user interest, and more users visit the e-tailer’s online shop. Neutral UGC increase the conversion rate of online shop visitors. Comparisons between one-, two- and three-stage modes show that neglecting one or two stages hides several important effects of MGC and UGC on consumers and ultimately leads to inaccurate predictions of key business figures.
Original languageEnglish
Title of host publication34th International Conference on Information Systems (ICIS)
Editors R. Baskerville
Place of PublicationMilan, Italy
Pages1 - 17
Publication statusPublished - 2013

Austrian Classification of Fields of Science and Technology (ÖFOS)

  • 502050 Business informatics

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