The Effects of User-Generated and Influencer-Generated Content on Beauty Product Purchases: Navigating Scepticism in Malaysia

Abstract

This study investigates the influence of User-Generated Content (UGC) and Influencer-Generated Content (IGC) on consumer purchase decisions for beauty products in Malaysia, with particular focus on the moderating role of scepticism. As social media platforms become a crucial space for product discovery and consumer decision-making, trustworthiness, expertise, and attractiveness emerge as critical factors shaping consumer behaviour. This research examines how these content attributes impact purchase intentions and explores how scepticism moderates the effectiveness of UGC and IGC. A survey was conducted with 361 respondents who are active social media users, utilizing a five-point Likert scale to measure perceived trustworthiness, expertise, and attractiveness of both UGC and IGC. The findings reveal that trustworthiness is the most significant predictor of purchase decisions, with scepticism weakening the effectiveness of IGC but having little impact on UGC, which naturally maintains consumer trust due to its authentic, peer-driven nature. Expertise, while important in both UGC and IGC contexts, has a stronger effect in influencer marketing, particularly for high-involvement products. In contrast, attractiveness was found to be less influential in driving purchase decisions, especially in the context of IGC. This study contributes to the understanding of digital marketing strategies, highlighting the need for marketers to focus on fostering trust, transparency, and expertise to engage sceptical consumers effectively. These insights offer valuable implications for beauty brands seeking to optimize their content strategies on social media platforms.