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September 25, 2025Jurnal Aplikasi Bisnis dan ManajemenOpen Access

Generation Z’s Reliance on UGC and Vlogs For Driving Buying Interest in The Fashion Industry

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Authors

IRIrul Juliar RahmanFRFahrezi RachmayandiSFSiska Ernawati Fatimah

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Overview

Analysis shows UGC and vlogs drive purchasing intentions in Generation Z, suggesting authentic marketing is key.

Key Points

  • UGC and vlogs significantly influence Generation Z's purchasing intentions, promoting emotional connections.
  • Data analysis revealed a strong correlation between UGC engagement and intent to purchase in the fashion industry.
  • Partial Least Squares Structural Equation Modeling was used to analyze responses from 400 respondents sampled.
  • These findings highlight the need for businesses to adopt authentic, content-driven marketing strategies targeting Gen Z.

Cite This Study

Rahman et al. (2025) studied this question.

synapsesocial.com/papers/68d5e205bd7882ccb9b86b2chttps://doi.org/10.17358/jabm.11.3.917
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1The Influence of User-Generated Content (UGC) on Generation Z Purchase Decisions on E-Commerce Platforms2025
  2. 2Measuring Generation Z’s Purchasing Decisions on Fashion Products on TikTok Live Streaming2025
  3. 3Influence of Social Media Advertising and Influencer Marketing on Gen Z Fashion E-Commerce Purchasing Decisions in West Coast Region The Gambia: Impulsive Buying as Mediator2025
  4. 4Digital Marketing, Green Consumerism, and Style Engagement: Understanding Gen Z’s Thrift Shopping Decisions2025
  5. 5“Buy Now or Be Left Behind!”: How Does Social Media Marketing, Celebrity Endorsement, Peer Pressure, and Testimonial Affect Online Impulse Buying Behaviour?2025