Lee, Chun Xin (2025) A Comparison of User-Generated Content (UGC) and Brand Advertisements on Purchase Intention among Malaysian Gen Z. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.
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Abstract
This study applies the Hierarchy of Effects (HoE) theory to compare the influence of User-Generated Content (UGC) and Branded Advertising on purchase intention among Malaysian Gen Z. A survey of 108 respondents reveals a complementary, stage-specific relationship. UGC, valued for its authenticity, predominantly drives cognitive (awareness) and affective (preference) responses, effectively stimulating product exploration and peer recommendations. Conversely, Branded Advertising, leveraging its professional credibility, exerts stronger influence at the conative (action) stage, enhancing purchase confidence and securing final decisions. The findings extend HoE theory in the digital context and provide a strategic framework for sequencing UGC and branded content to optimize consumer journey
| Item Type: | Final Year Project |
|---|---|
| Subjects: | Social Sciences > Advertising Social Sciences > Commerce > Marketing > Consumer behavior |
| Faculties: | Faculty of Communication and Creative Industries > Bachelor of Communication (Honours) in Advertising |
| Depositing User: | Library Staff |
| Date Deposited: | 18 Mar 2026 07:30 |
| Last Modified: | 18 Mar 2026 07:33 |
| URI: | https://eprints.tarc.edu.my/id/eprint/36553 |
