Impact of Influencer Marketing and User-Generated Content on Millennials\' Purchase Decisions

Abstract

Abstract: In the digital era, influencer marketing and user-generated content (UGC) have significantly transformed marketing strategies, particularly affecting millennials' purchasing decisions. This research delves into the impact of these digital marketing strategies on millennials, focusing on the importance of trust, authenticity, and the integration of influencer marketing with UGC. Influencers, due to their perceived credibility and relatability, play a pivotal role in shaping consumer behavior, but their influence depends heavily on the authenticity of their endorsements. Similarly, UGC contributes to shaping consumer perceptions through genuine expressions of consumer experiences, highlighting the value of transparency and community in digital marketing. The study employs a mixed-methods approach, analyzing the responses of millennials to influencer marketing and UGC, and presents an integrated view of how these strategies influence purchasing decisions. The findings underscore the necessity for brands to forge authentic partnerships with influencers, emphasize storytelling, and actively engage with and promote UGC to resonate with millennials. Integrated marketing campaigns that effectively blend the persuasive power of influencers with the authenticity of UGC have been shown to generate curiosity, trust, and excitement among millennials, although skepticism remains a challenge due to concerns over authenticity. This research contributes to the evolving landscape of digital marketing strategies, offering insights into the complex web of influences that shape millennials' consumer behavior. It highlights the need for marketers and brands to navigate the intricacies of trust, authenticity, and community engagement in a digital context, providing a roadmap for effectively leveraging influencer marketing and UGC to engage the millennial audience.