The Customer is Always Right: The Impact of User-Generated Content (UGC) in Brand Marketing on Instagram and Tiktok on Generation Z’s Purchasing Behaviors in Metro Manila

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.