Role of firm created content and user generated content in generating purchase intentions: a study of select e-tailers

Purpose: The present study aims to examine the influence of brand-related social media communications on consumers' purchase intentions. Methodology: The final sample of 283 respondents for the study consisted of students and faculty from the University of Jammu, who were active social media user sandal, so had at least once shopped from one of the e -retailers (Amazon, Flipkart and Myntra) understudy. Convenience sampling technique was applied and a structured questionnaire was employed to collect the responses. The data gathered was analyzed with the help of SPSS and AMOS software Findings: The investigation of the impact of brand -related social media communications on purchase intentions indicates that both firm -created and user -generated social media communication have a positively significant effect on the consumers' purchase intentions. Originality/Value: The current study offers two significant contributions to the research scholars and brand managers. Firstly, the study provides conceptual insights into how different types of brand -related social media communications (i.e., firm -created) foster consumers' purchase intentions. Secondly, how user -generated content fosters consumers' purchase intentions.