Exploring the Impact of User-Generated Content (UGC) on Consumer Behavior in Digital Platforms: A Survey-Based Analysis

User-generated content (UGC) has become a cornerstone of digital marketing, reshaping consumer–brand relationships by amplifying authentic voices over traditional advertising. As skepticism toward conventional media grows, consumers increasingly rely on peer reviews, influencer endorsements, and user-created videos to guide purchase decisions. This thesis examines the impact of UGC on consumer behaviour, focusing on how content formats (positive and negative peer reviews, influencer content, and traditional advertising) affect perceptions of trust, authenticity, and purchase intention in the personal care sector. Grounded in a post-positivist paradigm, the study employs a quantitative survey complemented by qualitative insights. An online questionnaire exposed participants to two TikTok reviews on Primark's dry shampoo (positive and negative) and three Batist dry shampoo videos (peer review, influencer sponsorship, YouTube ad). Using 5-point Likert scales, categorical questions, and open-ended items, the survey measured credibility, authenticity, usefulness, and purchase intent. The study contributes to understanding the mechanisms of UGC influence, highlighting the strategic value of authentic consumer voices while acknowledging the reputational risks of negative evaluations.