The role of UGC marketing in generation Z's impulse purchasing decisions
Seppänen, Sanni (2025)
Pro gradu -tutkielma
2025
School of Business and Management, Kauppatieteet
Kaikki oikeudet pidätetään.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe2025061871123
https://urn.fi/URN:NBN:fi-fe2025061871123
Tiivistelmä
This thesis explores the role of user generated content (UGC) in influencing impulsive purchasing behaviour among generation Z consumers. Understanding the effect of peer created content and how it influences the consumer behaviour is crucial for marketeers in the digital age. The thesis examines how emotional and psychological factors affect the impulsive consumer behaviour by analysing the qualitative data collected through semi-structured interviews.
Key findings from the thesis are that authenticity, emotional engagement, and social validation are in the central of the effectiveness of UGC marketing. Findings suggest that emotional triggers can override rational evaluation, which can lead to immediate and unplanned purchases. Additionally, certain product categories are more likely to be purchased impulsively. Usually this is caused by visual appeal of the content and product alignment with trend-based content.
Thesis aims to contribute to the literature on consumer behaviour of generation Z by offering new findings into how this generation interacts with user generated content. Additionally, thesis provides applications for brands on how to utilize UGC in their marketing strategies and enhance engagement among gen Z consumers.
Key findings from the thesis are that authenticity, emotional engagement, and social validation are in the central of the effectiveness of UGC marketing. Findings suggest that emotional triggers can override rational evaluation, which can lead to immediate and unplanned purchases. Additionally, certain product categories are more likely to be purchased impulsively. Usually this is caused by visual appeal of the content and product alignment with trend-based content.
Thesis aims to contribute to the literature on consumer behaviour of generation Z by offering new findings into how this generation interacts with user generated content. Additionally, thesis provides applications for brands on how to utilize UGC in their marketing strategies and enhance engagement among gen Z consumers.