Abstract:
In today's digital era, User-Generated Content (UGC) has become pervasive, particularly
among Generation Z, who actively engage with platforms like Instagram and TikTok. As UGC
increasingly shapes consumer behavior, understanding its impact on Generation Z's purchasing
decisions is essential for brands and marketers.
This study delves into how User-Generated Content (UGC) on Instagram and TikTok
shapes Generation Z's purchasing behaviors. Through an examination of exposure frequency,
engagement levels, and peer interactions and comments, the research identifies significant
correlations between UGC and purchase intentions. Hence, it showed that exposure to UGC
related to searched products strongly influences decisions, while genuine product reviews
positively impact purchase intentions. Peer interactions and comments also play a crucial role,
with respondents valuing peer opinions and recommendations.
This research answered the main research question, “How does User-Generated Content
(UGC) in brand marketing on Instagram and TikTok influence the purchasing behaviors of
Generation Z consumers?” Guided by 18 survey questions, the researcher was able to address
how UGC plays a crucial role in shaping Generation Z's perceptions, preferences, and purchasing
behaviors in the realm of brand marketing on social media platforms like Instagram and TikTok.
Hence, this research underscored the significant impact of UGC on Generation Z's
purchasing behaviors. By leveraging authentic and engaging content on platforms like Instagram
and TikTok, marketers can effectively influence consumer decisions within this demographic.
Understanding the role of UGC in shaping consumer behavior provides valuable insights for
marketers aiming to target Generation Z effectively.
