Comparative Analysis of the Impact of User-Generated Content Versus Direct Advertising: To Be or Not to Be Influencers.
The objective of this study is to compare the impact of user-generated content (UGC) versus influencer direct advertising (IGC) on purchase intention. The research utilizes a quantitative approach and a non-experimental, cross-sectional comparative design. The sample consisted of men and women aged 18 to 35 in Latin America, selected through...