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Publicação
A influência do conteúdo gerado pelo utilizador (UGC) na confiança, lealdade e intenção de compra da geração Z
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Orientador(es)
Resumo(s)
Num contexto digital cada vez mais dominado pelas interações sociais e pelo conteúdo
partilhado online, o User Generated Content (UGC) tem assumido um papel central nas
estratégias de marketing, assim como no processo de decisão do consumidor. A Geração
Z, nativa digital e altamente conectada, valoriza a autenticidade e a participação ativa nas
redes sociais sendo, por isso, particularmente influenciada por este tipo de conteúdo, o
que torna pertinente investigar de que forma o UGC influencia as suas relações com as
marcas.
Com base neste enquadramento, esta investigação teve como principal objetivo analisar
de que forma o conteúdo gerado pelo utilizador influencia a confiança da Geração Z para
com as marcas, bem como compreender de que modo essa influência afeta a sua intenção
de compra e lealdade, propondo um modelo de equações estruturais baseado na teoria
Stimulus-Organism-Response (SOR). Para tal, foi aplicado um questionário online a uma
amostra de 153 indivíduos pertencentes à Geração Z. A análise dos dados foi realizada
através do método Partial Least Squares - Structural Equation Modeling (PLS-SEM),
recorrendo ao software SmartPLS.
Os resultados revelam que o UGC exerce um impacto positivo e significativo na
confiança, que por sua vez influencia diretamente a intenção de compra e, de forma mais
ténue, a lealdade. A relação entre intenção de compra e lealdade também se revelou
positiva, mas com menos significância estatística e fraca relevância preditiva, sugerindo
que a lealdade pode ser mais volátil nesta geração, assim como dependente de outros
fatores emocionais ou contextuais. Como tal, estes dados apontam para a importância do
UGC na construção da confiança, mas levantam questões sobre a estabilidade das relações
a longo prazo com as marcas entre os consumidores da Geração Z.
A nível académico, este estudo contribui para a compreensão das dinâmicas de consumo
digital, validando empiricamente um modelo teórico sobre os efeitos do UGC. Do ponto
de vista prático, oferece insights relevantes para marcas que pretendem criar relações mais
autênticas, envolventes e duradouras com este segmento geracional.
In a digital context increasingly dominated by social interactions and content shared online, User-Generated Content (UGC) has taken on a central role in marketing strategies, as well as in the consumer decision-making process. Generation Z, digital natives and highly connected individuals, value authenticity and active participation in social networks, and are therefore particularly influenced by this type of content. This makes it pertinent to investigate how user-generated content (UGC) influences their relationships with brands. Based on this framework, the main objective of this research was to analyze how usergenerated content influences Generation Z's trust in brands, as well as to understand how this impact affects their purchase intention and loyalty, proposing a structural equation model based on the Stimulus-Organism-Response (SOR) theory. To this end, an online questionnaire was applied to a sample of 153 Generation Z individuals. The data was analyzed using the Partial Least Squares - Structural Equation Modeling (PLS-SEM) method, with the aid of SmartPLS software. The results show that UGC has a positive and significant impact on trust, which in turn directly influences purchase intention and, to a lesser extent, loyalty. The relationship between purchase intention and loyalty was also positive, but with less statistical significance and weak predictive relevance, suggesting that loyalty may be more volatile in this generation, as well as dependent on other emotional or contextual factors. As such, these data point to the importance of UGC in building trust, but raise questions about the stability of long-term relationships with brands among Generation Z consumers. On an academic level, this study contributes to the understanding of digital consumption dynamics by empirically validating a theoretical model on the effects of UGC. From a practical point of view, it offers relevant insights for brands that want to create more authentic, engaging, and lasting relationships with this generational segment.
In a digital context increasingly dominated by social interactions and content shared online, User-Generated Content (UGC) has taken on a central role in marketing strategies, as well as in the consumer decision-making process. Generation Z, digital natives and highly connected individuals, value authenticity and active participation in social networks, and are therefore particularly influenced by this type of content. This makes it pertinent to investigate how user-generated content (UGC) influences their relationships with brands. Based on this framework, the main objective of this research was to analyze how usergenerated content influences Generation Z's trust in brands, as well as to understand how this impact affects their purchase intention and loyalty, proposing a structural equation model based on the Stimulus-Organism-Response (SOR) theory. To this end, an online questionnaire was applied to a sample of 153 Generation Z individuals. The data was analyzed using the Partial Least Squares - Structural Equation Modeling (PLS-SEM) method, with the aid of SmartPLS software. The results show that UGC has a positive and significant impact on trust, which in turn directly influences purchase intention and, to a lesser extent, loyalty. The relationship between purchase intention and loyalty was also positive, but with less statistical significance and weak predictive relevance, suggesting that loyalty may be more volatile in this generation, as well as dependent on other emotional or contextual factors. As such, these data point to the importance of UGC in building trust, but raise questions about the stability of long-term relationships with brands among Generation Z consumers. On an academic level, this study contributes to the understanding of digital consumption dynamics by empirically validating a theoretical model on the effects of UGC. From a practical point of view, it offers relevant insights for brands that want to create more authentic, engaging, and lasting relationships with this generational segment.
Descrição
Palavras-chave
User generated content Geração Z Confiança Intenção de compra User Generated Content Generation Z Trust Purchase Intention