University of Twente Student Theses
“From Likes, to Buys” : Examining Gen Z’s Trust in UGC Marketing in the Beauty Industry : a Qualitative Research
Palandra-Brown, Gina Sofia (2024) “From Likes, to Buys” : Examining Gen Z’s Trust in UGC Marketing in the Beauty Industry : a Qualitative Research.
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| Abstract: | Background: In the digital era, social media platforms like TikTok are crucial for reaching younger audiences. User-Generated Content (UGC) and Brand-Generated Content (BGC) are two key advertising strategies. Understanding Gen Z's trust in these ads is essential for effective marketing. Aim: This research aimed to uncover why Gen Z finds UGC ads on TikTok more trustworthy than BGC ads, with a focus on the beauty industry. Method: Focus groups were conducted with Gen Z TikTok users interested in beauty to discuss the trustworthiness of UGC ads. Results: Gen Z users predominantly trust UGC ads more than BGC ads. They find UGC ads more authentic, relatable, and transparent. In contrast, BGC ads are seen as staged and less trustworthy. Key factors enhancing UGC trust include the creator's authenticity, relatable content, and transparency about product use. Conclusion: To engage Gen Z effectively on TikTok, brands should leverage the authenticity and relatability of UGC while maintaining transparency. Although BGC ads are valued for their quality, incorporating genuine elements can boost their trustworthiness. Future research should explore these dynamics across other platforms and larger, more diverse samples. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies BSc (56615) |
| Link to this item: | https://purl.utwente.nl/essays/100720 |
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