User-generated content sources: the use of social media in motivating sustainable luxury fashion consumptions

• Main Authors: Hasbullah, N. N., Sulaiman, Z., Mas’od, A.
• Format: Article
• Published: International Journal of Scientific and Technology Research 2020
• Subjects: HF Commerce
• Online Access: http://eprints.utm.my/id/eprint/87466/; https://www-scopus-com.ezproxy.utm.my/record/display.uri?eid=2-s2.0-85082727232&origin=resultslist&sort=plf-f&src=s&st1=
• Institution: Universiti Teknologi Malaysia

At present, user-generated content (UGC) in social media plays a pivotal role as the most effective platform in spreading brand messages. Upon recognizing the power of this platform, there is a growing body of studies investigating social media advertising. Nevertheless, there is limited understandi...