Exploring Influencing factors of Intention to Purchase- A Study in context of online Consumer-Generated Advertising (CGA) in C2C marketplace

Consumer -Generated Advertising (CGA) on digital platforms, including as blogs, videos, social media, hashtags, tweets, and retweets, has become increasingly popular in recent years as a result of the considerable rise in smartphone usage. Readers are engaged by a potent online marketing approach with efficient online CGA. The amount of research being done on the whole scope of Purchase Intention Influencers in the context of Online CGA on C2C Sites is growing daily. In the literature on marketing and consumer interaction, many structures for defining intention to purchase goods and services that are influenced by online CGA are disclosed. The current study examines the elements that influence customers' willingness to make purchases as a result of CGA on C2C platforms. An in-depth qualitative analysis was conducted. The current study concludes that the key variables influencing purchase intention are the consumer's internet experience, perceived enjoyment, usefulness, ease of use, trustworthiness, attitude, social influence from friends, family, and experts, subjective norm, and perceived behavioural control. This conclusion is based on a literature review and qualitative investigation. The results of this study suggest that while developing marketing techniques to sway consumers' purchase intentions, more attention should be paid to the aforementioned aspects.