INFLUENCE OF USER- GENERATED VIDEO CONTENT (UGVC ) ON SOCIAL MEDIA ON CALEB UNIVERSITY STUDENT’S ATTITUDE TO BRANDS ( COCA-COLA).

Social media is a product of the internet that exists as a virtual community that
brings people together across the globe irrespective of race, religion, career, and
distance, through many websites and applications (also called App). It provides an
avenue for communication, collaboration and allotment of contents (Tuten, 2008). Social media users share their idea, stories, and engagements on the available social networking sites (SNS) which includes blogs, micro-blobs (e.g. Twitter), wikis (e.g. Wikipedia), Facebook and Myspace, Mobile Applications (e.g. Telegram, WhatsApp) and content-sharing platforms (YouTube, Instagram, Tik-Tok, Flickr), so as to be heard by others. User generated content is more popular than the ads based on user-generated content. It has a higher click rates than that of regular adverts with about 50% marketing professionals interviewed claiming that customers created contents gives an organization a human face (https://www.tintup.com/blog/user-generated-content-stats-study/). Despite this increasing importance of user generated content, there is a gap in literature regarding the impact of user-generated video content on social media on consumers behavior towards brands especially in Nigeria.