How user-generated content impacts the customer behavior of Generation Z: a systematic literature review for the last 5 years

Juying Fu

doi:10.54097/rr2hpp30

Authors

Juying Fu

DOI:

https://doi.org/10.54097/rr2hpp30

Keywords:

User-generated content, customer behaviour, Generation Z.

Abstract

User-generated content (UGC) has a significant impact on the decision-making behavior of Generation Z consumers. This article presents a literature review of 13 articles, summarizing how UGC influences the purchasing behavior of Generation Z consumers in the era of rapid network development. At the same time, the Stimulate-Organism-Response model is also used to analyze the behavioral response process of the Z-generation consumers when they receive user-generated content. Additionally, this article compared the process with the traditional 5A model to examine whether the conventional 5A model is followed in UGC marketing. For marketers, this article suggests that publishing authentic marketing content that fosters emotional connections with consumers and evokes positive emotions that enhance marketing effectiveness. However, there are some limitations in this paper. Later research will further segment the Z generation group and develop distinct marketing strategies tailored to individuals with varying personality traits within this generation.

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