| Abstract [eng] |
Employee-generated content (EGC) is a new and still evolving process in which company employees create content about the brand and share it on their personal social networks. Researchers evaluate employee-generated content from various perspectives – it influences consumer behavior, expands the company's communication strategies, contributes to brand creation, and is a successful way to disseminate quality information needed by companies while increasing loyalty. Organically created employee content is perceived as higher-value content than brand-created content. Considering this, the main goal of this work is raised: to explore the impact of employee-generated content on purchase intention in different social networks. The work consists of three parts: analysis of scientific literature, presentation of the research methodology, and the third part – presentation and analysis of the results of the empirical study. The study was conducted by performing an experiment with a one-variable design, simulating two employee-generated content stimuli presented on the social networks "Instagram" and "LinkedIn." For data collection, a questionnaire with two parts was created: 4 Part A presents employee-generated content on the "Instagram" social network, and Part B – on "LinkedIn." The results of the conducted study showed that the attractiveness criterion of the source on the "Instagram" social network is more highly valued than on "LinkedIn," and expertise on the "LinkedIn" social network is more important than attractiveness. It is also important to mention that the attractiveness of the source on the "Instagram" social network has a stronger correlation with the attitude towards advertising and trust in the brand. During the study, a very strong connection was identified between trust in the brand and the intention to purchase beauty products online, indicating that employee-generated content is crucial for the brand's reputation. |
