UGC Storytelling, Platform Interactivity, And Generative AI: Examining Dual Pathways To Purchase Intention In Digital Marketing
Abstract
This study investigates how user-generated content (UGC) storytelling, platform interactivity, and generative AI influence purchase intention through digital marketing mediation in Indonesian digital platforms. Employing PLS-SEM analysis with 300 respondents aged 18-45 years, findings reveal that UGC storytelling significantly enhances both digital marketing effectiveness and purchase intention directly, with digital marketing partially mediating this relationship. Generative AI demonstrates dual functionality as both independent purchase driver and moderator, amplifying digital marketing's influence on purchase intention. Unexpectedly, platform interactivity shows no significant positive effect on digital marketing and exhibits negative direct effects on purchase intention, challenging prevailing theoretical assumptions. The model explains 51.1% variance in digital marketing and 65.6% in purchase intention, demonstrating substantial predictive power. Theoretical contributions include integrating Narrative Transportation Theory with AI-mediated consumer behavior frameworks while revealing boundary conditions for platform interactivity effectiveness. Practical implications emphasize prioritizing authentic UGC storytelling curation, strategic generative AI integration, and critical evaluation of interactive features' actual conversion contributions rather than assuming universal benefits in digital marketing strategies.
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Copyright (c) 2026 Suharyanto Suharyanto, Nashrudin Latif, Noerchoidah Noerchoidah
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EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
