User-Generated-Content Influence on Consumer Behavior in the Albanian Beauty Industry

Abstract

This study will explore the influence of three different digital content types on consumer perception and consumer behavior in Albania’s beauty industry. The content type will vary on the source of production, from the user UGC, an influencer IGC or the brand BGC. This research is grounded in the Social Proof Theory, and will study the effects of authenticity, trust and emotional engagement on customers buyer behaviour. The research was based on a survey of 350 participants and was analysed using descriptive statistics. The findings depict how UGC has a significant impact on consumer. IGC and BGC on the other hand prove to play a more informative promotional role. The demographic variables that proved to be of impact are gender and age to affect content preference and behavioural intentions. The results of this thesis are what highlight the importance of UGC in the beauty industry, especially for brands operating in Albania.