Published Online:November 2025
Product Name:The IUP Journal of Marketing Management
Product Type:Article
Product Code:IJMM031125
DOI:10.71329/IUPJMM/2025.24.3.65-82
Author Name:Kusam Ahir and Sanjeev Kumar Sharma
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:65-82
The study examines the role of source credibility and perceived risk in adoption of user generated e-content. People on social media post pictures, comments, hashtags, etc., also known as user-generated e-content, about hospitality services from tourist places they have visited. Those who view these posts form their attitude and use the information in finalizing hospitality services. The study’s proposed model was validated empirically through PLS SEM software using the responses of 381 consumers through a questionnaire, which revealed that source credibility positively influences perceived usefulness. On the other hand, perceived risk does not have a significant impact on perceived usefulness. Perceived usefulness has positive influence on adoption intention.
Social media has made consumers more aware and informed, which reflects in their choice of products and services. User generated e-content (UGC) is the content shared by social media users in the form of pictures, comments, tags, etc