The Role of User-Generated Content on Gen-Z Purchase Behavior

Adriana Tavarez

Co-Presenters: Adebomi Kanji-Ojelade, Nicholas Velez, Tomas Otero

College: College of Business and Public Management

Major: BS.MARKETING

Faculty Research Mentor: Shweta Singh

Abstract:

Author: Nick Velez, Adriana Tavarez, Tomas Otero, Adebomi K-O, College of Business and Public Management, Kean University

Abstract: User-generated content (UGC) has become a central influence on consumer decision-making, particularly among Gen Z consumers who increasingly rely on peer-generated reviews, testimonials, and unboxing videos rather than traditional advertising. As brands shift toward digital and community-driven marketing strategies, understanding how different forms of UGC influence trust, purchase confidence, and purchase intention is increasingly important. The purpose of this study is to examine how different forms of UGC influence purchase confidence, trust in brands, and purchase intention among Gen Z consumers. Specifically, it will compare the relative impact of online reviews, testimonials, and unboxing videos, assess the role of perceived credibility in shaping attitudes toward products, and explore whether high levels of UGC exposure lead to content fatigue or decrease decision confidence.

A quantitative research design is employed using an online survey administered to Gen Z participants. The survey measures UGC exposure, perceived credibility, trust in products or brands, purchase confidence, and purchase intention. The findings of this research aim to contribute to existing marketing literature by identifying the most influential forms of UGC and clarifying the psychological mechanisms that drive purchase behavior among Gen Z consumers. Practically, the results provide insights for marketers seeking to leverage UGC effectively while avoiding content overload.

Keywords: User-Generated Content, Generation Z, Purchase Intention, Online Reviews, Consumer Trust