Tanjeena Shahid

• This study intends to examine the impact of mobile marketing and content marketing – specifically user generated content (UGC) – on the consumer buying intention on young social media users in Austria. The goal of this study is to understand the role of user generated content during the customer journey, particularly during the purchasing process. Employing a quantitative approach data was collected from a sample of 389 young social media users aged between 16 and 44 in Austria through an online questionnaire. Multiple linear regression analysis was conducted to examine the impact of trustworthiness, valence, information richness and quality on the purchase intention. The findings reveal that all four variables have a statistically significant positive impact on the purchase intention. Information richness and quality exert the greatest influence on the purchase intention, followed by valence and trustworthiness, which have comparatively lesser impact in that order.