The influence of user-generated content on consumer buying behaviour in the beauty Industry

Details

Supervisors

Šontaitė-Petkevičienė, Miglė

Faculty

Louvain School of Management

Degree label

Master [120] en sciences de gestion, à finalité spécialisée

Abstract

The research problem – addressed in this paper is how user-generated content can be used to influence consumer buying behaviour in the beauty industry. The research object – the influence of user-generated content on consumer buying behaviour in the beauty industry. The aim of the paper – based on theoretical analysis and empirical research, to examine the influence of user-generated content on consumer buying behaviour in the beauty industry and provide practical recommendations. The research methods – the analysis of scientific literature, online survey, descriptive statistics analysis, reliability analysis using Cronbach’s alpha, correlation analysis, and multiple regression analysis. Research results: user-generated content has become an important digital marketing tool influencing consumer buying behaviour in the beauty industry. Beauty-related user-generated content shared on social media platforms influences consumer buying behaviour in the beauty industry. The empirical research results revealed that informational value, social proof, and authenticity have the strongest influence on consumer purchase decisions related to beauty products. Conclusions: the developed user-generated content (UGC) leveraging model provides beauty brands and content creators with practical guidance on how to use authentic, informative, and socially validated content to strengthen consumer trust and influence purchase decisions in the beauty industry. This paper is practical solutions oriented final master’s thesis.